Even if your e-mail doesn't meet the legal definition of spam, consumers can easily report you e-mail as spam and thus impede you ability to send e-mail in the future. For example, Yahoo! customers can deem your e-mail as spam with the click of a button. Most ISP's (including AOL, Yahoo!, and Hotmail) give their customers spam buttons to use to block suspected spammers.
If your e-mails are perceived as spam by your audience and you receive too many spam complaints, ISP's will block your e-mail server temporarily, and higher percentages can result in your server being added to a permanent block list.
Because consumers have control over the spam button, no e-mail marketing strategy is immune to complaints. Keeping your e-mails inline with the consumer preferences is the best way to ensure that you spam complaints remain below industry tolerances.
You can minimize your spam complaints over time by doing the following:
- Ask for explicit permission to send e-mail when you collect e-mail addresses from propects and customers to make sure that your customers want your e-mails.
- Make your e-mail content valuable so your e-mail list subscribers continue to want your e-mails.
- Make your sign-up process memorable for your list subscribers and clearly identify your business in every e-mail's From line so your audience can verify the source of your e-mails
- Use logos and colors in every e-mail that match your brand identity so that your audience recognizes your business.
- Keep your e-mail frequency in line with your e-mail content and your e-mail list subscribers' expectations.
- Use an E-Mail Service Provider (ESP) that provides an unsubscribe link in every e-mail you send and allows you subscribers to access their profile to change their interests.
- Ask everyone who unsubscribes from you e-mail list to tell you why they don't want your e-mail.
- Use an ESP that authenticates your e-mails.
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