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I recently went to visit a friend and had the opportunity to meet some new people.  Of course,  as always when meeting new acquaintances we went through the usual introduction of sharing our names and how we know the person who introduced us.  After awhile, the question usually asked is: what is it that you do?

In short, I normally say that I intern at Delivra, an email marketing company. I was surprised to (on more than one occasion) receive the response, "So you're to blame for all the spam I get."

[Insert awkward pause here]

Wow-that's quite an accusation.

Over the years, it isn't surprising that email marketing has gotten a bad name. Most assume that email marketing is just the millions of emails that pile up in their inbox throughout the day that they have to "report as spam" before getting to the emails that they actually want to read.  Because of the stigma-it can be extremely difficult to assure people that there is a way to use email marketing for good!

A great way to start using email marketing for good is to choose  an email marketing service provider that is dedicated to helping you achieve this.  Of course, several various factors go into choosing an email marketing service provider, but one should be that they are fighting the email marketing stigma. Below are a few examples of what they can do to fight this battle:

• Helping their clients create a  "clean" subscriber list - meaning that all the people on it have opted-in to receiving emails from you.  A great way to create a clean subscriber list is to create a web sign up form or use other ways to organically grow a list.
• Also, you want to make sure that they actually help you manage your subscriber list - meaning that they help you to get rid of unsubscribed accounts for you when people have chosen not to receive your emails anymore or they delete inactive accounts.

Of course, there are other needs that you want your email marketing service provider to fulfill (refer to the article "Do you have ESP?" from the Marketing Profs website to describe some of these) but the bottom line is to make sure you are choosing an email marketing service provider that is fighting the good fight.

Lavon Temple | Marketing