“When people give you their business cards, you’re in a relationship, so you can add them to your e-newsletter list.”
|Photo by Almoko|
I disagree with the statement above. But I’ve heard it from many people.
Technically speaking, you may not violate the CAN-SPAM Act if you email everyone who gives you their card. But, in my opinion, you’re violating the spirit of the law. You’re also making me unhappy.
I use two techniques to keep my conscience clean.
When I meet people, I ask if I can add them to my e-newsletter distribution. I tell them they may enjoy the newsletter’s tips for client communications and articles on investment and wealth managers. For prospective clients, the newsletter is a gentle reminder of my availability, so they can find me once they need a writer.
If I obtain an email address, but forget to discuss my newsletter, I send an email asking if they’d like to subscribe. I include a link to a sample issue.
Rather than force people to sign themselves up, I offer to do it for them. “Just hit ‘reply’ to this message and send me an empty email. I’ll add you to my distribution.” This is a technique I learned from Andrea Novakowski, a coach. Interestingly, most people write a brief message in reply to my newsletter subscription offer.
Maybe I’m too conservative. I don’t automatically add my clients to my newsletter distribution. I treat them as I’d like to be treated.