Volume 2 Say No to SPAM

The increased focus on spam in e-Mail marketing also means an increased focus on permission. Sure, we're all waiting and hoping for a solution to the spam problem, but a foolproof solution has not yet been created. So, in the meantime, as permission-based e-mail marketers, we need to remain diligent in our efforts to earn and keep the permission of our subscribers to the best of our ability.

What are the best ways to earn and keep permission? These 10 tips are guaranteed to help:

Be Straightforward
Remind recipients why they are receiving an e-Mail from you. Whether they are a valued customer, a prospect who expressed interest or a client you want to keep in touch with, the reminder will add credibility to your e-Mail and put it into context, thus differentiating your communications from unwanted e-mail.

Be Specific
When people sign up to be on your e-mail list, allow them to select—precisely—their areas of interest (e.g., newsletters, sale notifications, new product or service announcements, event invitations, etc.). You can make subscribers feel more comfortable by specifying what they will receive and when they will receive it (e.g., "Sign up for Our Weekly Concert Announcement").

Also, be specific about who you are and what address your e-Mail is coming from. You may want to let subscribers know what your e-Mails will look like in the "From:" and "Subject:" line so that they will be expecting you.

Be Respectful
Permission can be given, and it can be taken away. It is very important that every e-Mail you send has the option for the recipient to unsubscribe or "opt-out". Interests may change over time, and communications may no longer be valuable to a given subscriber. Those subscribers are entitled to withdraw their permission at will.

Be Trustworthy
Your privacy policy should be clearly accessible. It adds credibility to your company and your e-Mail even if recipients do not click on the link.

Be Interested
Are your e-Mail communications of value? Is the frequency right? A survey is an inexpensive, easy, and immediate way to find out how your customers really feel about your company and your e-Mail communications. So, when you do a survey, don't forget to ask how your customers feel about your
e-Mails.

Be Current
People change ISPs, jobs and e-Mail addresses at random. Often, you'll be the last to know. Ask for updated information and give subscribers an easy way to change their e-Mail address. This will ensure that your communications continue to be received if, and when, they make a change.

In addition, provide a way for your subscribers to change their interests and preferences. This will help you continue to provide the information most valuable to them and target the right audience for each campaign.

Be Considerate
Respect the privilege of communicating with your customers and prospects by taking care not to communicate too often. Gratuitous e-Mails are not met with gratitude. Think carefully, and plan how many and what kind of communications you send to your subscribers.

Note: As a rule of thumb, if you are sending consumers promotional e-Mails about products and services, you should be e-Mailing no more frequently than three, maybe four times per month. A rule of thumb always has an exception, and every audience is different, so make your decisions based on your own unique business.

Be Diligent
Some subscribers will reply to an e-Mail to unsubscribe rather than using the automatic unsubscribe link. Monitor your inbox for unsubscribes and complaints, then make sure you remove unsubscribe addresses right away and take action on any grievances.

Be Observant
Look at your reports! There's a wealth of information just waiting to be discovered. Always pay attention to your unsubscribe rate to ensure that your churn rate remains positive. If you are losing more than .5% of your subscribers per month, take a look at all of the elements of your campaigns, make sure you're following the other 10 tips in this issue, and make adjustments where you're falling short. Opens and click-throughs can also indicate where you might be missing the mark.

Beware
Beware of strangers bearing lists! Permission is not transferable. Today, subscribers want to receive e-Mail from those companies they have subscribed to, not an unknown third party.

List buyer beware! Many e-Mail marketers become accidental spammers by making the mistake of buying a list. Permission is not for sale and is not transferable. When searching for a list, don't be fooled by offers of targeted, clean lists for sale on a CD or otherwise. If anyone claims you can "Blast your ad to over 1000 safe addresses for only $5.00!" or "Buy a CD with 10,000,000 e-Mail addresses for only $99!", it is simply too good to be true. These lists are not permission-based — they are spam lists.

There are e-Mail lists (not unlike direct mail address lists) of individuals who have requested to receive promotional messages within selected categories of interest. When considering renting a list, use a reputable list broker and expect to pay between 15¢ and 40¢ per name. If the list is too inexpensive, or if the provider won't share the source of their e-Mail lists with you, you would "Be Crazy" to go any further.

Follow these 10 permission tips, and "Be" a part of the solution!