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Just Say No To Spamming
March 19, 2008

I opened my email this morning and discovered my spam filter had backfired. I had 13 offers to buy adult products, 3 opportunities to redeem certificates for random vacations, and 50 messages from people I have never met with lots of typos in the subject line and body. I got spammed.

I know many retailers and small businesses that are just now compiling lists and emailing customers. One asked me at a conference if it was ok to purchase a list or borrow one from a fellow associate. I said yes, under two conditions. The list had to have opted-in subscribers (people who said yes, you can pass along my information to receive information from others), and he had to offer an unsubscribe option that worked.

First, here are the spam laws you need to read. Just to be safe...

I offered him these other pieces of advice:

1. Spam laws were created for spammers, not legitimate business owners who are using email properly.
2. If the list is older than 13 months - and you haven't emailed to them yet - select the file and hit delete. This is good business practice.
3. Evaluate your email list and make note of where they came from. Did you collect them in a notebook by your cash register, did they sign up on your web site, did you get the emails from a friend? (If so, and they're not opted-in subscribers- hit delete)
4. Use a subject line that is enticing, but is also truthful.
5. Ensure your return email address (or From email address) is working.
6. Include a working unsubscribe/opt-out link and/or instructions of how to be removed from your list.
7. Be sure to include your physical address and phone number if they have any questions.
8. Keep your content short, sweet and to the point.
9. Offer them something instead of just taking up their time. Advice, discounts, tips, specials...

To ensure your emails are opted-in, here are the facts.

Email marketing is one of the best ways to reach your customers, and one of the best ways to build loyalty and ensure repeat business. If handled properly, it can pay off ten-fold in future profits. For more information, read about spam blockers and building better email lists.

Posted by Suze Bragg on March 19, 2008 | Comments (0)