Your Mailing List Policy
An important step in getting customers to willingly share contact information with you is having a formal mailing list policy to which you and your staff rigidly adhere. Here is a typical policy statement:
- “Our dive center collects customer contact information for the sole purpose of informing our customers, through periodic postal and e-mail newsletters and flyers, of updates to our website and news about dive equipment, dive travel and other opportunities in which they may be interested.
- “Our customers’ privacy is important to us. We will not sell, trade or give away our customer contact information to any other business, organization or person, under any circumstances.
- “We will happily delete you from our mailing list at your request.”
For such a policy to work for you, you must:
- Make your customers aware of it.
- Follow it without exception.
Your mailing list policy should appear any time and anywhere customers are likely to be asked for contact info. Examples include:
- Being posted prominently by your cash register and in your classroom.
- Appearing on any contest or mailing list forms used to collect customer contact information.
- Being on your website, either on the page on which your customers sign up for your mailing list, or on whichever page appears as soon as the click the “Submit” button on your mailing list form.
Seeing that you have a formal mailing list policy will both help impress customers with your professionalism and put them more at ease with the idea of sharing contact information with you.
You staff should, of course, be aware of your mailing list policy and be expected to follow it as a condition of employment. This should go hand in hand with an understanding that your store’s mailing list is a valuable (and confidential) company resource that is not to be used except under the strictest guidelines.
Collect contact information at every opportunity »
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