I think the most important aspect of email marketing is to make sure the client feels in control. When we create emails for our customer base we always need to look at it from the customer’s perspective:
- The Relevance – Why do I want this?
- Respect – Are they sending me three emails a day, when the product doesn’t pertain to me, or my business?
- Recipient Control – Did I ask for this? And how can I make them stop?
Not only is it important to stay in good graces with our customers, but as marketing professionals, it is our responsibility to consider the laws. Before your next email campaign, I urge all of you to revisit the CAN-SPAM Act. The Federal Trade Commission has a great website that is easy to follow, and addresses some frequently asked questions.
Furthermore, if you do not want your emails caught in a spam filter – Consider your subject line, avoiding words such as:
- Free
- Credit
- Offer
- Act Now
These simple tips can go a long way to getting your message to the customer.
