Blog, Marketing

Learn what is best practice before you hit send.

Email marketing is a tricky beast. While it is proven to be incredibly effective, it can be tough to fully comprehend the legal requirements.

 

The Technical Side

Not to scare you right off the bat but doing email marketing wrong can get you fined up to 1.7 million dollars. Seriously. Under the Spam Act of 2003, you have to make sure of a few things before you click send:

Consent. To send anyone a commercial email you need their express or inferred consent. Express consent involves people intentionally opting-in to receive your emails, whereas inferred consent relies upon a relationship you have with the message sender.
Identity. All commercial electronic messages must clearly contain accurate identification of the sender and information on how to contact them.
Unsubscribing. Lastly, all commercial emails must contain an unsubscribe facility, and the sender has five days to act on unsubscribing requests. In reality, unsubscribe requests should be dealt with as soon as possible, because if people continue receiving emails when they have submitted an unsubscribe request, the chance that they will hit the ‘report spam’ button grows.

And these are just the legal requirements for Australia. Many countries, especially Canada, the UK and countries in the EU, have other requirements for commercial emails. This means that if you have international subscribers, there are different rules. That’s the huge benefit of having an agency control your email marketing for you. At Dando, we will map out the terrain and make sure that your emails don’t land you in hot water, or with any whopping fines.
 

Be Effective

Unfortunately, though, that’s not where the difficulties of email marketing end. Email marketing, as expected, is only effective if people are subscribing to your mailing lists, and staying subscribed. This means that how you’re emailing customers is extremely important.

Our first big tip is to use the 1-2-3 strategy. This method is pretty straightforward, and perfect if you don’t know exactly what you want to say in an email. You give the subscriber three pieces of information, whether they be the next steps to take to set up their account or three things you want them to know about your company. Three is the key number, if you have too many steps, people will start feeling like they’ve been given a to-do list.

Within the 1-2-3 strategy is a perfect opportunity to work in social proof. With over 70% of people saying they look at product reviews before making a purchase, social proof is vital. Consumers trust other consumers and including testimonials and statistics are a perfect way to get subscribers to trust you.

Thirdly, use the current events and social trends to your advantage. We all see the DIY’s and Starbucks Pumpkin Spice Latte inspired recipes around the holiday period. Starbucks creates the buzz around the product, and anyone can benefit from it.

So let us help you keep your mailing lists long and ensure you never get flagged as spam, drop us a line (we expressly consent to it).