EMAIL MARKETING
SPAM – It’s no longer Cheap to Eat

By Rustam Irani

Growing up many of us have tried SPAM in its canned form, but these days it is better known for filling your email inbox.  Spam is any message that you send electronically to a plethora of people who have not specifically requested any email from you.  According to the Messaging Anti-Abuse Working Group (MAAWG), abusive email (SPAM) accounts for over 85% of all email today.  Like many other annoying forms of solicitation, SPAM can damage your reputation, create legal action against you, and destroy your credibility or Brand. 

There are several ethical ways to build a “clean” email list and utilize email marketing to reach your target audience.  I will outline a few SPAM-free methods for building your email list and marketing through email without hurting your reputation:

• Develop your own email lists.

There are a number of easy ways to build your own email list.  Every time you receive a business card, have interaction with a potential customer, or have someone visit your website, it is an opportunity to get a valid email address.   Another simple technique is to create a sign-up form on your website that allows your customers or prospects to submit their email for further information or updates.   (Some email marketing services give you a free email sign-up box to load onto your website.)

Be open with everyone on your list about how you will be utilizing their email address.  Whether it is for a newsletter or special offers, let everyone know what you will be sending them.  If you have a list of customer email addresses, and you want to start email marketing to them, get their permission with a re-introduction email.

An example:  Hi Sue, We would like to stay in touch with our customers and let them know about all of our new exciting products, and happenings at XYZ, Inc.  We’re starting a new company newsletter, and I would love to include you on our subscribers list.  If you’re interested, just click the link below to opt in.  As our way of thanking you, the welcome email you will receive will include a coupon for 10% off of your next visit.
Your own in-house email list is your most valuable email marketing tool. Build and use it wisely.

• Segment your list for specific mailings.

In order to continue to build your list and minimize people dropping off, segment your lists for certain mailings.  For example, you can segment your list into people who are interested in a monthly newsletter, those who want regular updates (coupons, etc.), and those who want both.  This will allow you to send relevant information to your email list without inundating them unnecessarily.

•  Be Consistent and Professional

Keep in touch with your list regularly.  Plan out a schedule for coupons, industry information, or newsletters.  These relationships are through email, but realize that the customers will build trust over time when they see consistency and relevance.  Be careful not to send out too many emails over a short period of time, or you may be blocked.  Be professional, but also maintain a level of personalization.   Don’t send boring or useless emails.  Your emails should always show them  that you care, appreciate and provide them with value.

• Use an email marketing tool that has strong relationships with ISPs (Internet Service Providers).

If you are currently using a tool that is highly “SPAM-y,” like Outlook or Firebird, consider upgrading to an email marketing service with a good reputation.  This will allow your email to be delivered to the recipient without getting blocked by firewalls and other blockers.   

Many companies today sell huge SPAM email lists for relatively cheap.  I urge marketers to stay away from these lists and stick with opt-in, permission-based email only.   In email marketing, you need to be constantly refreshing and building your list, appealing to the needs of those on your list, and taking time to analyze the value you are providing with email marketing program.  Following the above rules will ensure your list is clean and will keep you and your business from eating cans of SPAM for the rest of your life.

About the Author
Rustam Irani is the Chief Operating Officer (COO) of The Media Crew, LLC, a Tampa based Inc. 500 Top 50 Advertising and Marketing Company in the US.  Rustam frequently attends industry conferences where he has presented and was recently asked to present at the premier industry conference Ad-tech in London. Rustam can be reached at rustam@themediacrew.com or 727.517.3839.