Why Opt-In Marketing Matters for Small Businesses

Imagine looking forward to watching your favorite TV show at the end of a tiring day. Only instead of enjoying it, you get interrupted every few minutes by commercials. Or maybe relaxing to a soothing music on YouTube – only to be brought out of your reverie by a loud, obnoxious ad.

Business owner or not, everyone would agree that this is one of the most annoying things about ads. Perhaps, it’s this kind of forced promotion that gives marketing a bad name.

A study shows that 77% of consumers prefer to receive promotional messages through email and only after their express permission. This brand of advertising called opt-in marketing is making waves because it appeals to a generation of consumers who have grown weary of ads that pop up unannounced.

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For small business owners, this change gives you almost equal footing with bigger companies. Now, you don’t have to feel left out for not being able to afford TV commercials. You can even forget about allocating a big chunk of your budget to print ads. These types of advertising may have ruled the business world many years ago, but they are growing less and less effective as people prefer brands with less-invasive marketing moves.

Check out why opt-in marketing is ideal for your business:

Reason #1: There is a wider market online.

Just because you have a start-up business doesn’t mean you should limit your market to your friends, colleagues, and the people who live near your store. Free tools such as Google My Business, Maps, and Google Search will literally put your name on the map.

Besides, people spend more time online on their phones than in front of TVs or listening to the radio. They check their emails more regularly than they do watching videos. Whether they are doing errands, working, researching, shopping, or just catching up with friends, the internet is where you will find people who are just one opt-in email away from becoming your next customer.

If you want to reach more prospects, cast your net on the widest market today.

Reason #2: It reaches the right market.

Imagine paying hundreds or thousands of bucks for a YouTube ad where you must squeeze in your marketing talents into just a few seconds. This endeavor requires ingenuity to pack in as much information as possible in a limited span of time.

You don’t want your marketing genius to be shrugged off as easily as that – especially if you paid a handsome amount of money to put it out there. Unfortunately, that’s what you get when you put your investment in the wrong market.

With opt-in marketing, you know your efforts go to the right people. These people deliberately subscribed to learn more about you. You won’t have to limit your content and cut yourself short because you’re dealing with people who are interested with what you have to say.


Reason #3: You have freedom to deliver extensive content.

Free e-books to show people how your products can make their lives better. Downloadable worksheets for tracking progress while using your products. Members-only newsletters. Special-events emails. These are just a few things that you can send subscribers who opted to receive your content.

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This kind of diverse, extensive content creation is now possible, thanks to opt-in marketing. Unlike the traditional brands of advertising, opt-in promotions allow your small business to try different approaches and send a variety of content because you know it will be accepted by an audience that is waiting for it.

There are many online marketing strategies for small business owners available today. But if you’re looking for one that is received well by the market, invest your time and money in opt-in marketing. Your consumers will thank you for it.

Author Bio

Catherine vanVonno, the author, holds a doctorate degree in Applied Statistics,
Research Design and Program Evaluation from Virginia Polytechnic Institute and State University
and has over 10 years experience in facilitating evidence-based strategic planning, product
development, brand management, legislative communications, and medical policy.