Lead sharing can be an integral part of any direct marketing effort. It allows businesses to work as a team in sharing the same ideals and goals, thereby increasing productivity. There is much debate about whether or not lead sharing is ethical or even legal. Before entering into any lead sharing program, there are two very important elements to consider.
What Does The Federal Trade Commission (FTC) Have To Say?
The CAN-SPAM Act is a law that outlines specific rules regarding the use of commercial email messages and the right of an email recipient to stop or “opt-out” of a business’s marketing campaign. This law, in very explicit terms, states that once a person has exercised the right to “opt-out”, a business cannot sell or transfer their email address in any manner. If your business intends to engage in a lead sharing program, make sure the list is scrubbed for “opt-outs”. It is also important to understand that even though you may hire someone else to handle your email marketing, you cannot pass your legal responsibility to anyone else.
Privacy Policies Must Be Transparent
People can see through the purpose of being invited to a free event and then being asked to provide personal information. Conducting business in a transparent and honest manner is the right way to go. Don’t pretend that you’re not going to use the information and if you aren’t going to use it, don’t ask for it.
Quality customer relationships can best be achieved through permission-based marketing and education. As you apply your lead generation techniques, remember lead generation through a well-designed lead-sharing program can not only effectively promote your brand, but also increase your bottom line profits.