Onsharp

Think about your email marketing campaign. How did you build your list? How do you send your emails? Do you just blind-copy a bunch of recipients using Microsoft Outlook? Or, do you use an email subscription service? Do you know that it's possible for you to incur stiff fines if someone on your list marks you as spam? 

It's true, but you need not worry if you put a single-word solution in place. That word is: Permission. 

Before you even add someone to your email list, be sure you have permission to send them commercial content. If too many people on your list click "Mark as Spam," you could be fined up to $16,000. You can easily prevent that by making sure your email recipients have the ability to "unsubscribe" rather than get rid of you with the dreaded spam button!

What happens when you're marked as "Spam?"

Well, first, some Midwestern Mom will fry you up in a pan and serve you with a slice of pineapple. Oh, wait, that's a different kind of Spam! Infusion's blog post on "how and why spam complaints hurt email senders" details what happens when your email is banished to Spamland. Simply put, "Once a recipient reports an email as spam, this information is documented by the recipient's email provider (ESP/ISP)." Every time that happens, your reputation "score" decreases until finally, you are no longer allowed to send emails. Yikes! 

Avoid a trip to Spamland by getting permission.

If someone hands you their business card, don't assume it's also an opt-in to your emails. Ask for permission by saying something like, "Thanks for your card. Do you want to be on our email mailing list?" If you are sending emails to your current clients, be sure you provide an "opt-out" option. If your recipients "opt-out" or "unsubscribe" they're not marking you as spam. They're politely declining. When you're building your list, just remember what it's like to be on the receiving end of emails. What button would you click? 

Remember this applies to ALL emails sent by your business.

CAN-SPAM applies to "all commercial messages, which the law defines as 'any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,' including email that promotes content on commercial websites." Yes, that includes emails with links to your helpful blog posts. It also applies to emails your sales team is sending on an individual basis. 

It's easy to avoid a costly trip to Spamland. 1) Don't buy email lists because most of the recipients won't know you, and that significantly increases the chances you'll be "marked as spam." 2) Don't send emails to people who haven't given you permission. 3) When you do email people from whom you've gotten permission, be sure to give them a way to opt-out of receiving further emails. 

Bottom line: no permission, no email.

And, no spam (unless you want it fried with pineapple).

If you need help ensuring you're on the right track with your email marketing tactics, we can help. Simply fill out the form here and our Online Marketing Expert will contact you.