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By Louis Chatoff


Why are there so many complaints?
Reasons for complaints are fairly straightforward:
  • Message was not requested - Only send to people who have directly requested your mailings
  • Poor subject line or unfamiliar FROM name - Donít try to trick someone into reading your email
  • Irrelevant Content - The user is not interested in what you are sending and uses the spam button to unsubscribe
  • Long lag in communication - You haven't emailed your list in a long time
  • High email frequency - Sending too many emails in too short a period


What are the best ways to keep complaints to a minimum?
  • Only send to people who have given you explicit permission to email them
  • Never send to harvested or purchased email addresses
  • Always use a recognizable from address
  • Send messages with a descriptive and branded subject line
  • Try to remind recipients why they are receiving your message
  • Let recipients know where the unsubscribe link is, or better yet move the unsubscribe link to the top of the content
  • Make the unsubscribe link very noticeable and easy to use. Never require the recipient to enter their email address, or send an email requesting to be unsubscribed.
  • Send only relevant content that meets the recipientís needs


With complaints kept to a minimum, email marketers will see better overall email delivery, which will result in improved return on investment. Ignoring complaints will have the opposite effect.

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