The Fine Line Between Email Marketing & Spamming.
We recently had an experience where a client had switched email marketing providers and started a new account for ease of use, cost, etc. The list was imported, the first email marketing piece was scheduled and sent without issue. The second ‘blast’ came along to be sent and upon entering the account, we discovered that they had been ‘suspended’ due to excessive spam complaints from the previous email they had sent out. With a bit of legwork and hoop jumping, we were able to get to the root of the issue and clean up the list. One of the main reasons or triggers of a spam complaint is when a recipient has not officially opted in. Most email marketing companies such as IContact or ConstantContact require that the collection of the email addresses follows a procedure to ensure that people are opting in. Here are some pointers to keep your email list clean and your marketing prospects happy:
The method in which you collect email addresses:
Do’s: DO clearly point out WHY you are collecting their email address, example… Want to receive our monthly newsletter? Provide your email address below and we’ll add you to the list.
Don’ts: Don’t HARVEST or scrape email addresses from the Internet and upload them into your email marketing list.
Tip: Enable the double opt in in your email marketing software, this ensures that the recipient TRULY wishes to receive your information by requiring them to confirm their subscription to your list.
The method in which you ALLOW them to leave the email list:
Do’s: DO include the opt out message and method on EACH newsletter or email marketing piece you send out.
Don’ts: Don’t take the person who ‘opted out’ and add them back to the list or ignore their request to be removed.
Tip: Use an email marketing software such as IContact or ConstantContact: They insert the legal stuff about opting in, etc. clearly at the bottom of each email.
Philosophical Differences:
How much ‘spam’ do you get a day? How many times do you find yourself wondering why you are getting the “HopScotch Tournament Ezine Emailer” when you clearly have no interest in HopScotch? Spam is a huge problem and people / companies spend millions of dollars annually to prevent it and get rid of it. Before you begin any email marketing program for your company, put yourself in the shoes of consumers, they need to WANT to receive your specials / incentives / information. If they have NO interest in your product, you will be annoying them and wasting their valuable time. Spend the extra time to entice them to join your list, make it worth their while and engage them in a conversation to keep them interested.
Some helpful Email marketing / SPAM resources:
The Icontact.com Spam Policy
The FTC: CAN SPAM Act: Compliance Guide For Business
What is Permission Marketing?
