Valerie Khoo from the SMH Enterprise blog wrote a great post about a pet hate of mine. You meet someone at a networking function, swap business cards and the next thing you know you are on their mailing list and get their (often very boring) enewsletter every week. It may be legal (ie within direct mail legisaltion) but it is very poor etiquette.
From Enterprise:
Some business owners are business card scavengers. They go to networking events and try to score as many business cards as possible, or they hold raffles at functions with a bowl to collect business cards in order to draw a prize. But what do they do with this mountain of business cards? If you are not discerning in the way you collect business cards – or if you are simply out to build your database with as many random cards as you can get – are you wasting your time? Or worse, are you annoying people or breaking the law?
Ask permission: I was recently at a networking event for small business owners. It’s common practice at this event for raffles to be drawn. Attendees put their business cards in different bowls corresponding to the prizes offered to be part of the draw. Usually the person offering the prize is also a small business entrepreneur hoping to make connections as they go around the room collecting business cards.
I particularly appreciated it when one of them said, as they collected my card to go into the draw, “Would you mind if you received an email from us?”
Adding names to your mailing list: None of the other prize-givers asked this question. While I appreciated the gesture, I also realise that if I put my business card into a bowl at a public event, I almost always expect one email or letter – even if they have not explicitly asked permission. And, on a personal level that’s ok. In fact, I got one today.
It was courteous, informative and asked me if I would be interested in receiving a free newsletter about “interesting consumer electronics news, hot products, promotions, tricks and tips and of course the chance to win some fantastic prizes every issue.” As I’m a gadget and technology junkie, I’m more than happy to receive this. I’m glad I was given the option to subscribe.
However, this is very different to the email I received the other day which simply stated: “I’ve popped you on our monthly newsletter list.”
Surely, it’s best to ask someone’s permission before you do this? Apart from being required by law, it’s just impolite. Wouldn’t you rather have subscribers who want to be on your list – rather than those you’ve automatically added but who may not be interested in your product or service?
So how can you add targeted names to your database without being a business card scavenger?
1. Ask permission
Do this verbally – as in the example above – or ensure there is a sign on the bowl you’re using to collect business cards. Or send them a single email asking them permission. If you don’t hear back from them, don’t add them to your list.
2. Opt-in option on your website
Create a page on your website where people can sign up for your newsletter. Feature previous issues of your newsletter on your site as well so that they are clear about what they are going to get. That way, you’re only going to get sign-ups from people who really want to receive information from you. And they are the best kind of customer.
3. Email a friend function
Make use of an “email a friend” function on your newsletters or selected pages on your website. This helps people forward your website/newsletter to others who may be interested. Make it easy for these people to sign up to your newsletter.
4. A sign-up sheet
Not everyone has business cards. But almost everyone has an email address. If you are at a function, ensure you have a newsletter sign-up sheet for anyone who is interested subscribing – but who may not have any business cards on them.
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
