Put an End to Email Spam

Put an End to Email Spam:

We’ve all received them—unsolicited emails from companies we don’t know or care about, usually without an opt-out option. It’s one of my pet peeves, and likely that of your prospects and customers as well.

While email marketing programs are a cost-effective and measurable way to drive website traffic and sales, build thought leadership, and connect with leads and customers, the benefits quickly disappear when lists aren’t properly managed and communications fail to meet CAN-SPAM requirements.

To avoid having your emails trashed, below are some quick reminders to help you get the most value out of your campaigns, while being respectful of recipients.

Adhere to CAN-SPAM

CAN-SPAM protects the consumer from unwanted and deceptive business communications, and failing to follow it can result in hefty legal fines. Below are the main requirements for CAN-SPAM compliance.

• Use accurate and non-deceptive heading information (i.e. “to” and “from” fields) and subject lines.
• Provide your mailing address and opt-out capabilities within the email.
• Honor opt-outs.
• If using a list in which recipients did not opt-in or double opt-in, you must also clearly disclose that your message is an ad.

Note: You’re liable for the above even if a third-party sends the emails on your behalf.

Keep in mind that the law affects all commercial messages—even when they aren’t sent in bulk. In fact, inspired by a Daniel Burstein (@DanielBurstein) tweet, PR 20/20 now includes opt-outs in all pitches to reporters and bloggers.

Don’t Rely on Third-Party Lists

While it is enticing to use third-party lists to quickly expand your company’s reach, doing so can put your entire email-marketing program and brand at risk. This is because these individuals never opted in to receive communications from you, and are much more likely to send your email to the spam folder.

According to MailChimp, “If you send emails to a list, and you get an unusual amount of SPAM complaints (more than 1 out of 1,000), ISPs will begin blocking future emails from your company.” This could negatively affect the delivery of all emails your organization sends.

For this reason, it’s against the majority of providers’ terms of use to upload and send to third-party lists. Check out the policies from MailChimp, Constant Contact and iContact as examples.

Develop Your Own Opt-In Lists

The most successful campaigns will be those based on your own opt-in lists of recipients, who have requested communications from your company. Below are some tips for building this database.

• Add enticing calls to action and lead forms on your website. In addition to traditional contact pages, consider placing content pieces such as eBooks or whitepapers behind forms, if lead generation is a primary objective.
• Set up automated lead-nurturing campaigns to tie directly to site lead forms, with content tailored to recipients’ interests. This is especially helpful when trying to move leads through the buying process.
• Collect business cards at tradeshows, conferences and events of those people who would like to get more information from your organization.
• Consider paid advertising programs, such as Google AdWords, which direct visitors to landing page on your site.
• Start an e-newsletter by placing a sign-up form on your website.

Note: Ensure that people understand they are opting to receive later information from you. Clearly disclose how their contact information will be used, including the types and frequency of communications.

Remember that management of the list is just as important as initial development. Therefore, be sure to consistently remove opt-outs and cold leads that you have not interacted with in more than 12 months. For more email marketing best practices, see E-newsletter Programs: Tips and Best Practices.

How Are You Fighting Spam?

What steps do you take to ensure that your emails are targeted and relevant to recipients? Share your experiences in the comments below.

Image Credit: adamfarnsworth