Key Takeaways
- By following the 15 commandments of email marketing etiquette, businesses can avoid the spam folder and ensure their emails reach the intended audience.
- Ethical email marketing practices include obtaining permission, limiting email frequency, respecting unsubscribes, and providing value to subscribers.
- Key considerations for successful email marketing include personalization, mobile optimization, and avoiding spam trigger words.
Remember the time when you received an email from a long-lost friend? The joy, the excitement, the warm fuzzy feeling inside. Now, compare that to the sinking sensation of opening an email from a company you’ve never heard of, peddling products you don’t need. That’s the difference between ethical email marketing and the dreaded spam.
To help you avoid the spam folder and land in the hearts of your audience, we present the 15 Commandments of Email Marketing Etiquette:
1. Thou Shalt Obtain Permission
Just like asking someone out on a date, getting permission before sending emails is a sign of respect. Plus, it’s the law! Avoid legal hassles and ensure your emails are welcome by gaining consent first.
2. Thou Shalt Not Purchase Contacts
Buying email lists is like buying a used car from a stranger—you never know what you’re going to get. Purchased lists often contain invalid or uninterested recipients, leading to poor results and potential confusion.
3. Thou Shalt Limit Email Frequency
Nobody likes a clingy ex. The same goes for emails. Find the sweet spot between sending enough emails to stay top-of-mind and not spamming your list. Experiment with different frequencies to find the optimal balance.
4. Thou Shalt Not Over-Automate
Automation is a time-saver, but don’t let it become a crutch. Respect your recipients by balancing automated and non-automated messages. Avoid overwhelming them with a deluge of automated emails.
5. Thou Shalt Facilitate Unsubscribing
Unsubscribing should be as easy as unsubscribing from a bad Netflix show. Comply with CAN-SPAM laws by providing clear unsubscribe options. Offer alternatives, like different email types, to retain potential subscribers.
6. Thou Shalt Honor Unsubscribes
Don’t be the creepy ex who keeps texting after you’ve been blocked. Remove unsubscribing users promptly to maintain a positive brand image and legal compliance.
7. Thou Shalt Scrub Thy List Regularly
Invalid email addresses (hard bounces) are like stale bread—they just take up space. Identify and remove them to improve deliverability and accuracy. A clean list is a happy list.
8. Thou Shalt Re-Engage Inactive Subscribers
Don’t let your inactive subscribers become email ghosts. Send re-awakening emails to confirm their engagement or offer alternative communication options. Give them a reason to come back!
9. Thou Shalt Personalize and Segment Communications
Treat your subscribers like individuals, not just email addresses. Use personal greetings and tailor content based on their interests and demographics. Relevance and engagement go hand in hand.
10. Thou Shalt Direct “Reply To” to a Real Person
Nobody wants to talk to a robot. Enable recipients to reply to an actual person to foster two-way communication and build relationships. A human touch can make all the difference.
11. Thou Shalt Use HTML Wisely
HTML can enhance email aesthetics, but don’t go overboard. Avoid excessive formatting that may annoy recipients. Remember, simplicity is key.
12. Thou Shalt Offer a Plain Text Version
Not everyone has the latest HTML-compatible email client. Provide an unformatted version for recipients with limited HTML support or accessibility needs. Inclusivity is important.
13. Thou Shalt Optimize for Mobile
Mobile email usage is on the rise. Ensure your emails are easily readable on smartphones and tablets. A mobile-friendly experience keeps your audience engaged.
14. Thou Shalt Avoid SPAM Trigger Words
Certain words and phrases can trigger spam filters and reduce deliverability. Avoid using these trigger words in email subject lines to ensure your emails reach their intended destination.
15. Thou Shalt Proof and Test Before Sending
Don’t send emails with typos or broken links. Carefully review emails for grammar, spelling, and formatting errors. Verify the correct recipient segment to avoid sending to the wrong audience. A little proofreading goes a long way.
Bonus: Remember, email marketing is a marathon, not a sprint. Building a loyal and engaged subscriber base takes time and effort. Stay patient, experiment with different strategies, and always strive to provide value to your audience. Happy emailing!
Conclusion:
By following these 15 commandments, you can elevate your email marketing game and avoid the spam purgatory. Treat your subscribers with respect, personalize your communications, and always aim to provide value. May your emails be welcomed with open arms and not relegated to the dreaded spam folder.
Frequently Asked Questions:
What is the CAN-SPAM Act?
The CAN-SPAM Act is a US law that sets requirements for commercial email, including providing clear unsubscribe options and honoring unsubscribe requests.
How often should I send emails?
The optimal email frequency varies depending on your audience and industry. Experiment with different frequencies to find the balance that maximizes engagement and minimizes unsubscribes.
What are some good tools for email marketing?
There are many great email marketing tools available, such as Mailchimp, Constant Contact, and HubSpot. Choose a tool that fits your needs and budget.
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