E-mail Marketing

How to E-marketing without Spamming!

John Mignano

John Mignano

If you’re web marketing, you probably know that e-mail marketing is powerful for relationship marketing.

You know it’s one of the most cost effective tools for list building, follow-up and data base management…

 Well not so long ago, it looked like the spammers had destroyed e-mail marketing, yet it’s actually getting better.

Overall, the software developers have created better spam filters, Internet Service Providers (ISPs) have done a better job blocking spammy domains…

And now the Authorities have stepped in to try to take down the spammers.

Industry initiatives are also under way to help address the problem of e-mail spoofing and phishing by verifying the domain name from which the e-mail is sent.

Right now, spammers can still hide behind fake e-mail addresses.

Allow me to explain…

You need to get organised with an Interent savvy attorney that can look over how you run your business and also address any of your concerns.

Best practices, acceptable use, terms of service, and laws change every day.

By the time you read this article, everything may have changed, yet this is meant to give you a general idea of what’s considered spamming and what’s not.

In other words, simply don’t risk getting into problems by emailing people that haven’t asked to e-mail them or want to do business with you.

The CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act of 2003 was effective January 2004.

The CAN-SPAM Act applies to American businesses and that includes anyone that’s doing business in America that use e-mail for commercial purposes, spammers, and those who hire spammers.

The CAN-SPAM Act is the federal government’s first step dealing with e-mail spam.

Now businesses can send unsolicited commercial e-mail to an e-mail address, yet they have to stop sending e-mails to folks who don’t want it.

The law also created guidelines for marketers, and created consequences for those who violate the law.

The punishments aren’t just a slap on the wrist, either. They have some teeth, with serious fines and even jail time for violating CAN-SPAM.

Spammers are also liable for civil damages.

The CAN-SPAM Act classifies commercial e-mail into three specifc messages:

  1. Transactional or relationship messages
  2. Messages to an opt-in list
  3. And other types of commercial e-mails…

Transactional or relationship e-mails include order confirmations, order status e-mails, and messages to existing customers.

Order Confirmations and Order Status messages are not spam because the customer placed an order and gave you an e-mail address.

This relationship allows you to e-mail him.

You can also send newsletters or ezines to customers that ordered from your website before because you have a prior relationship with them, yet an Opt-In approach is preferred.

Opt-In List e-mails are messages to prospects or customers that gave you permission to e-mail them.

For example, when prospects up for your newsletter, they gave you permission to e-mail them.

Commercial messages include ads, newsletters or commercial solicitation being sent that don’t qualify as the relationship messages or opt-in messages.

These messages must state that the e-mail is an ad or a commercial message somewhere in the e-mail.

Here’s what you need to do to comply with CAN-SPAM:

State somewhere in your commercial e-mails that the e-mail is a commercial message or ad.

Just in case someone doesn’t have a prior relationship with you or doesn’t opt-in…

Simply say this somewhere in the footer of the message:

“You are receiving this message with our special offers because you are on our list of friends and customers. If you don’t want to receive promotional messages from us, simply give us a holler, and we’ll take you off the list.”

Include your postal mailing address with all e-mails.

It is a good idea to put this and other contact information, such as URLs or links to your website, at the bottom of all your e-mails.

Bear in mind, the U.S. government requires it now.

List clear removal or unsubscribe options in every e-mail. Most bulk or newsletter e-mail vendors do this for you by attaching an unsubscribe option at the bottom of all the newsletters.

Honor the remove request within ten business days.

Live by your privacy policy. If you tell people that you’re not going to sell, rent, or give away e-mail addresses and personal information that you collect on the site, then you shouldn’t do it.

Don’t use misleading From addresses or misleading subject lines in your e-mails.

In other words, your e-mail needs to say that it is from you, and the subject lines need to be about what the e-mail is about.

Remember, you require pemission to send commercial e-mail to someone.

Don’t abuse e-mail marketing by mailing your list too often.

Weekly e-mails are about as often as many people want to get promotional type e-mails anyway…so, that’s how to do e-marketing without spamming!