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Q: I'm thinking about trying direct email as a way to market the toy store I just opened in a medium size town. I'd like to invite locals to come in, play with toys, and join fun–hours I have planned for Tuesday afternoon. I'd also like to create a newsletter for children who come in to keep them up–to–date on the latest toy crazes. Are there any privacy rules regarding direct email? Can I send my message to anyone?
A: There are some laws against unsolicited email, but the main reason to stay away from it is your ISP will shut down your account, your host will shut down your Web site, and your domain name will be put on a black list so mail sent to you will bounce back. Most don't even need good evidence, a single complaint is all they need to shut you down. And we're starting to see individuals sue companies in civil court.
Unlike regular direct mail—the kind where you stick a stamp on a letter—you can't send direct email to just anyone. Your recipients must be people who have expressly asked to receive your messages.
You might first send out low–cost postcards to residents in zip codes near your store. Have your postcard invite people to visit your web site and register to receive your email updates and newsletter. Make personal email contact with people when they sign up. In each issue of your newsletter, ask subscribers to forward the issue to a friend (with a polite warning that sending to people they don't know will get all of you in trouble).
You are smart to look toward starting an email list. I've found that it is a very powerful way to build a loyal following. And you can't beat the price—almost free!
Some issues discussed in the expert forum are complex and continually changing.We recommend you consult a professional advisor about your specific circumstances, needs, and applicable laws. More details.
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