The Power of Staying Compliant

Welcome to day 2 of ProMail+, your free email marketing certification guide.

Today’s lesson is all about how to correctly form an email marketing message in order to stay CAN-SPAM compliant. Don’t underestimate the power of a compliant marketing email.

Earn The Trust of People and Technology – They’re More Similar Than You Think

As a business owner, the last thing you want is for potential customers to hear rumors that you are not a reputable business person. By the same token, you also do not want spam filters gossiping about your email reputation, so to speak. It means a loss of business.

By staying compliant, your message is much less likely to be filtered out by spam filters, go into the recipient’s Junk folder, or be marked as spam. Once recipients start marking your messages as spam, the spam filters on their email service begin to learn not to trust your emails.

In fact, some spam filters, such as Gmail’s proprietary filter, give a lot of weight to recipients hitting the spam button. The end users are basically voting for your worthiness as a mail sender. When they hit the spam button, it’s as if they are “Un-Friending” you on Facebook. And even worse, preventing others from befriending you in the future.

Google has changed their technology a lot recently to make the internet more of a social platform, in case you haven’t noticed. Even search engine results now rely on the favoritism shown to websites by end users. Their GMail service is no different — it’s as much of a socially-driven phenomenon as voting for President.

The most critical aspects of staying CAN-SPAM compliant are to identify your business or yourself to the recipient and to allow them a way to unsubscribe from your mailing list. Always include your business address and a link to unsubscribe.

By doing this, you are putting your fingerprint in the email message. I think the metaphor speaks for itself.

Even if you are not a business and you are sending the same message to a hundred recipients, you are still technically a bulk mail sender. You should still include your name, address, and a way to unsubscribe as a way to tell the spam filters, hey remember me, I’m an OK email sender. And, yes, they will remember.

How To Add A Custom Signature in Email Marketing Pro

In Email Marketing Pro, you can add this information under Mail–>Custom Signature. There you will find a template with placeholders to add your business address and unsubscribe link. Simply replace the placeholder business name and address with your own. In the unsubscribe link, replace the email address with your own. Or, replace the entire unsubscribe link with a custom link that points to a place on your website that handles unsubscribes.

In Email Marketing Pro, you unsubscribe recipients from a list (such as a list of emails you’ve gathered from your own website). Or, Email Marketing Pro can automatically scan your incoming email and check for unsubscribers. Search the blog for “unsubscribe link” to learn how to do this.

Identify Yourself

Spam filters look for information that identifies you to the public. Spam filters are able to learn to deliver mail to the inbox, based in large part on who you are.

More importantly, people look for this information when determining what is Spam and what is not.

Your Mailing List

Always, always, always respect the recipient’s personal space enough to 1) tell them who you are and 2) tell them how NOT to receive your messages if they decide they want to opt-out and 3) (optional) remind them why they are on your mailing list.

Tomorrow, we will discuss managing your mailing list to make sure it is working for you and not against you.