Marketing rules

Marketing is permission-based

Only send marketing to clients who are allowed to receive it. A client is usually eligible when they have an email address, marketing permission is recorded, and they have not opted out.

Record permission

When you record permission, include the source when possible.

Good examples:

• Customer checked a permission box on a form.
• Customer asked to receive seasonal offers.
• Customer is an existing customer and your business has a clear relationship basis.

Use segments carefully

Segments help choose the right audience:

• All opted-in clients
• Past customers
• Not contacted in 90 days
• Estimate follow-up
• Review candidates

Opt-out rules

If a customer opts out, do not include them in future marketing. Transactional estimate and job emails can still be needed, but promotional messages should stop.

Message quality

Good marketing messages are specific, respectful, and easy to reply to. Avoid pressure, confusing claims, or sending too often.