Kick-start Your Opt-in E-mail Campaigns: Capture Customers’ Preferences

3. Ask only for customer information you will use to drive marketing campaigns.

4. Be sure the personally identifiable information you collect on your customers and how you use those data match what you outline in your privacy policy. “In this age of identity theft and spam, permission and privacy are key elements in a customer’s decision to have an online relationship with a retailer,” Responsys officials note. “Clearly communicate when and how business partners will have access to your [e-mail] subscriber list. When asking for information, prominently feature a sentence about protecting the recipient’s privacy as well as a link to your privacy policy.”