SENDING BULK EMAIL RESPONSIBLY

"You've got mail!" That ping of new mail can feel great if it's from a friend, but annoying if it is from a marketer trying to sell you unwanted Viagra or home loans. Our companies and citizens lose money and time every year as servers are crowded with SPAM. But just because it is prevalent doesn't mean you should do this for your business. Irresponsible e-mailing is illegal and ineffective. Here are the basics so that you can get on the right track as an e-mail marketer.

1. Understand the Federal CAN-SPAM Act of 2003 is key. It is illegal to send unwanted bulk emails, which is called SPAM. Businesses can and will be held accountable for SPAMMING, and the fines are substantial. Additionally, if you are reported for SPAMMING, businesses and e-mail service providers are allowed to ban or "blacklist" your URL from their ISP (INTERNET SERVICE PROVIDERS) servers, which will prevent you from legitimately contacting anyone on Yahoo, AOL, or wherever.

2. You can only send bulk emails to people who specifically asked for it.
You are not allowed to send emails to people unless they GIVE you their email. But even if you have the emails of customers of your own, you aren't allowed to bulk email them with additional offers unless the agreed to receive future newsletters or e-mails from you. You can build a prospective list of addresses by adding an "opt-in" feature on your website or order forms, or you can offer something free (shopping tips, or discounts) to people who want your emails. But quite simply, it is illegal and irresponsible to send bulk emails to people who haven't actively opted-in.

3. It is a legal requirement to provide an "unsubscribe link" in your emails.
Always add a phrase at the bottom of your e-mail that tells your subscribers how you have their address, where they signed up, and how to get off the list. Make it easy for them to leave your list. Holding readers hostage is illegal and will create a bad reputation for you. Sometimes people change their minds, or were put on your list by someone else.

5. Don't rent or buy a list of emails.
NOT only is this unethical and against SPAM laws (because these recipients don't have a relationship with you and didn't invite your emails), it also won't be effective. SPAM is easy to filter, delete and report as a violation. You must build your own list of actively engaged recipients.

6. Don't fill your recipients' boxes with e-mail. Even a welcome company can wear out its welcome in a busy person's mailbox. Pace yourself, and your readers will be more likely to stay on your list and feel good about your relationship.

These are the simply basics for being a responsible bulk e-mail marketer. The best thing is, these same tips can make you effective. Spending server time to send to unknown prospects is just a delete button waiting to happen. But a carefully collected list of your interested readers is gold. Treat them with respect, and everyone will prosper.

For more information about the crucial Federal CAN-SPAM Law:
Federal Trade Commission http://www.ftc.gov/spam/

Learn more about this author, Eva Smart.
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