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By Neil Anuskiewicz
What You Must Include in Every Email Marketing Message You Send
The CAN-SPAM act requires you to include a valid postal address in all of your emails. Most ESPs will take action if you attempt to send emails through their system without complying with this requirement. Although easy enough to do, many people seem to forget this rule. But it is just good marketing, as greater transparency leads to greater trust by your subscribers.
The law requires that your emails include a relevant subject line. This is not only good law but it is smart marketing. If your email does not contain a good, relevant subject line, you are not only going to be out of compliance, you won’t entice your subscribers to consider your offer. Nobody wants to be bamboozled by deceptive or ambiguous a subject line.
In addition, studies have found that most email marketing messages are not opened, so if you have an ambiguous or deceptive subject line, you have missed a chance to put your brand or message in front of subscribers. Even if the subscriber does not open a particular email, they may be reminded of your brand or message by a relevant subject line and From address. It could be that, like someone browsing the headlines in a newspaper, not all your subscribers always have time to read your emails.
Do Not Cross the Permission Line
The CAN-SPAM act expressly forbids harvesting emails from the Web and other such practices. Not only is this against the law it will hurt your current email marketing. People and companies do business with companies to whom they have given permission to market to them or send them an informative email. They are often, rightly, more likely to file a spam complaint with their ISP if they receive spam.
Some spam complaints are inevitable, even with the best permission-based list; however, too many spam complaints damage to the reputation of the IP address from which you are sending email. This reduces the delivery rate to the core of your list: those who really want to hear from you.
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