My Clever Assistant
Email marketing can be very effective, but like race car driving, it’s only as effective as the person behind the wheel. It’s important to know how to use email marketing correctly to get the kind of results you want and without violating laws that regulate its use. This also applies to SMS or mobile marketing.
An email list is STILL considered to be one of the best assets a business can own. Professionals like medical providers, brick and mortar stores like JCPenney, Kohls and so many others have finally realized what most online marketers have known for years. There is Money in the List!
The challenge with email marketing these days is not only to find creative ways to add subscribers to your list but to follow the rules in The CAN-SPAM Act (US) that are enforced by the Federal Trade Commission and if you are marketing in Canada, the Canadian Anti-Spam Law (CASL).
I’ve recently been SPAMMED by several SMS and email marketing novices. It’s clear that SMS and email marketing is a new concept to them. It’s something they’ve heard about but they don’t understand it enough yet to be involved in it. They didn’t know there are laws that govern what they can and cannot do, and they don’t realize that using the shotgun approach (sending emails to anyone and everyone you can find an email address for) is counter-productive when using email marketing, which is what I want to discuss here. [Please note – I’m not an attorney and I’m not giving legal advice about the Can-Spam Act here.] The information below is offered only as general tips. Everyone engaging in email and/or SMS marketing is responsible to know what the Can-Spam Act rules are and specifically what constitutes a violation.
First of all, the Federal Communication Commission currently governs the rules of commercial texts sent via SMS and the rules clearly state your permission must be in writing for someone to send commercial info to you via text to your phone.
When attending networking, conferences, conventions, and other business meetings, it’s customary to share business cards while making new connections. You can use the contact information on the business card to continue or follow up on the conversation you started with your new business connection or perhaps schedule a time for a meeting in person or via the phone to deepen the business relationship. HOWEVER…
If someone exchanges business cards with you, this does not necessarily mean they want to be added to an email list. Don’t assume they want to receive commercial marketing email from you or from your company just because they gave their business card to you.
It is perfectly acceptable to ASK the person you’re exchanging business cards with they’d like to receive your free offer or if they’d like to be added to your list to receive your tips. If they agree to it, note to add them on their card they give you. This is called GETTING PERMISSION to add them on your list. If they do not agree to it, DO NOT ADD them! You can note that on their card by writing DON’T ADD on their card. Think about all of the business cards you have handed out in your lifetime:
Would you really want to receive commercial marketing messages via email or on your phone from all of the people or companies you’ve given your card to? I’m guessing you do not.
If you choose to send commercial emails to people who haven’t given you permission to do that, make sure you provide a method for them to UNSUBSCRIBE from your list! You are required by law to do so! Remove them from your list promptly if they ask you to. Know that most business people, who have not given you permission to send them commercial/marketing email, will not appreciate your adding them to your list and won’t buy from you. Be prepared for complaints.
Some people think, “it’s no big deal. I’ll just add them to my list because they might like what I’m offering and may buy my product or service. And if they are not interested, they can unsubscribe.” But there’s a cost associated with that approach and the cost is borne by the receiver of your email. It’s called a HUGE WASTE OF TIME and time is a very valuable commodity. With SMS marketing, you could be burning up data that the receiver is paying for. Most people get very annoyed (I’m being kind here) if you waste their time and money. If you use this approach, you risk losing 1) your credibility as a serious business person and also 2) what might be a valuable business connection. Many business owners do not use their business email address to receive commercial and marketing information.
Most business owners use email service providers to send commercial & marketing email and those providers have policies regarding the permission issue. Some email service providers have more relaxed policies regarding a non-permission based list, but it’s likely you’ll pay more money to use those providers. And if receivers of your email unsubscribe and mark your email as SPAM, the provider will track that back to YOU! If you decide to change providers and move your list, you may find that your subscribers will need to physically opt-in to your list with new email service provider.
Perhaps a better business decision would be to think about who your target market is and follow not only the letter but also the spirit of The CAN-SPAM Act. Is it really too much for you to go the extra step by ASKING PERMISSION before adding people to your list or direct them to your opt-in box? It’s a pretty safe bet that if someone didn’t request being added to your list, they are not going to buy from you and you risk ruining a potentially valuable business relationship with someone who might refer business to you! It’s also probable they will delete your email and/or report you as a SPAMMER.
If you are not using an email service provider to send commercial email, I recommend you review The CAN-SPAM Act to make sure you are not violating any of the rules, specifically regarding your providing an UNSUBSCRIBE option. If you send commercial email without following the rules and the receiver files a complaint with the FTC, you may be liable for substantial monetary penalties from hundreds to thousands of dollars for each email in violation!
So for all of you email marketing newbies out there and for those who just aren’t aware yet, the #1 Thing you Should do when using SMS and email marketing is… GET PERMISSION!
For your convenience, you can download a copy of the Federal Trade Commission – Compliance Guide for The CAN-SPAM ACT by clicking here
Is it time to talk about your email marketing strategy? Are you ready to implement your email marketing strategy? Let’s talk!
