Jul 27, 2017
Email marketing best
Be a responsible email
Hosted by Justin Shoup and
As an email marketer (yes, you
are an email marketer!), there are rules, standards of ethics, and
LAWS, you must follow when you send commercial emails - emails to
your customers, clients, prospects, leads, etc.
First and foremost, make sure
you are not spamming. The dictionary definition of Spamming is
defined as sending unsolicited email to a large number of email
addresses. However, there is much more to it. Let’s first start by
talking about the laws that govern email marketing.
United States Can-Spam Act: According to the FTC webpage this establishes
requirements for commercial messages, gives recipients the right to
have you stop emailing them, and spells out tough penalties for
violations. If you are a business in the US or are emailing
recipients in the U.S. you need to follow this. Violations can
result in a $16,000 fine.
can’t be deceptive: Your From-Name, Email Address must be accurate
and your subject line must accurately reflect the content of the
recipients where you are located: Must include your physical post
address - street address or registered PO Box.
recipients how to opt-out (unsubscribe link) and honor unsubscribe
requests promptly (within 10 days)
- Fortunately, sending email through SnapRetail
takes care of these things for you!
Canada’s Anti Spam Legislation
(CASL): Must follow if you
are a Canadian business OR you are emailing recipients in Canada.
It is very similar to the US Can Spam Act with one major exception.
It states that the law prohibits sending commercial messages
without the recipient’s consent. Our terms of service also require
that you follow this practice. Violations of the CASL can result in
up to a $1 million fine.
That’s the technical definition
and the laws that govern email marketing, but there really is more
to it. Spamming essentially comes down to sending
people emails or a frequency of emails they don’t want to receive.
So, what can you do?
expectations up front. Be clear on what they are signing up to a
receive. A weekly newsletter, daily offers, etc. Let customers know
at the time of signup and the welcome autoresponder email. Don’t
ever just obtain email addresses without it being clear to the
owner of that email address that they will be receiving commercial
emails from you.
- Segment your list, so that you send customers
emails they want to receive and that are relevant to them. You can
segment by age, sex, past purchase history, open frequency,
double opt-in. This is when a customer signs up for an email list
and then receives an email after they sign up asking to confirm
their sign up to the list and are not sent additional emails until
they confirm. Canada’s Anti-Spam Legislation and the terms of
service of most email marketing providers require that you maintain
proof of consent. Double opt-in is the only true proof of consent.
Keep in mind and don’t be alarmed though - at least 25% will never
ever purchase a list. Not only will this be against CASL,
SnapRetail (and most of email marketing services) terms of service,
but in most cases you will be throwing your money away. These lists
tend to be full of spam traps, honeypots, and other old email
- Monitor your unsubscribe rate. 1% to 2% is
normal. If it is higher adjust your frequency and/or