In building business relationships it is important to ask first because you cannot assume that I gave you permission!

As the economy took a hit and began to spiral down, email newsletters went up!  I am getting triple what I use to get in the form of newsletters.  I did not sign up for the emails, I did not ask to get them, I simply gave someone my business card and they believed that gave them permission to put me on their mailing list. I am getting letters on a wide variety of topics;  Leadership, Sales Training, Human Resources, Finances and Investments, Marketing, Networking, Health & Fitness, Diet, Massage, Real Estate and on and on.

I don’t mind getting my clients emails, I don’t mind getting email newsletters from people who’s services I use or those that I personally subscribed to. I don’t automatically put people on my list.  If someone wants my newsletter they have to write that on the back of their business card, send me an email asking for it, or subscribe to it.  I do not assume that because I have their business card I have their permission to email them.

Email Newsletters

I have tried to unsubscribe and one person became upset with me and sent me an email saying so. After that I decided to start putting everyone who sends me a newsletter on my list so they will get my email newsletter in return. Gee, was I surprised when MOST of them unsubscribed to my newsletter?  Or that MOST of them did not bother to open it.  I was not, it was clear to me from the beginning that they were only interested in a one way conversation.

So, now I have set up a rule for each newsletter that I did not subscribe to, they are automatically forwarded to the delete file which is emptied every Friday.  Last week, 21 newsletters were deleted!  Today there is an equal number that will be tossed.

One technique I use to get permission is a simple follow up with the people I meet, I will “Forward” them a copy of my last Referral Tip of the Week with a note that says.

Blah Blah Blah….by the way I do a weekly article called Referral Tip of the Week.  Here is a copy of the last one I sent out last week,  I thought it might interest you.  If you like it and want to get it regularly feel free to subscribe or forward it to a friend.  I hope you enjoy this one. Blah Blah Blah.

Now it is up to them to decide if it is something they would like to get regularly or not.  This has increased my open rate and that is more important to me than the number of people getting the information.

So, remember just because you have a business card – does not mean they want your newsletter.  ASK FIRST!