The importance of developing an opt-in list when conducting email marketing campaigns has been highlighted by one expert.

Jeremy Farber, the president of PC Recycler, suggested to MarketingSherpa that from a small-to-medium enterprise’s perspective, an opt-in list is an essential part of email marketing.

Mr Farber, who will speak at MarketingSherpa’s annual email summit next month, said that compiling an opt-in list – which can often perform well alongside purchased business lists – is a major factor in the effectiveness of his business’s email marketing strategy.

He commented: “We’re a small company, and our biggest challenge is getting people to know we exist.

“Once they find out about us, there’s a good chance they’re going to use our service, so we take every opportunity to begin emailing them.”

In order to lure recipients into ticking an opt-in box to receive future correspondences, the research firm recommends offering incentives such as reductions and other tempting offers.

Related Topics: Email Marketing