A Brighter Web | Grow your business with digital marketing

Keeping Your Email Marketing Legit

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There are three main reasons why you should care about email legitimacy.

  1. Legality: don't get sued
  • Deliverability: Email inboxes are more limiting. 
  • User experience: build customer loyalty

    • CAN-SPAM is the main legislation for email marketing in the United States. It stands for The Controlling the Assault of Non-Solicited Pornography And Marketing Act in 2003. Fair warning, there are a bunch of acronyms in this episode. 

    Here are 7 things to know about CAN-SPAM.

    1. No misleading info in the header. (From, to, reply to)
  • No deceptive subject lines.
  • Tell recipients where you're located. Usually in the footer.
  • Let people opt-out. Honor the opt-out promptly (within 10 days).
  • Identify unsolicited emails as an ad. (Lots of loopholes)
  • Don't scrape emails. Can still buy lists.
  • Monitor what others (eg. marketing agencies) are doing for you. Still liable.

    • Where does CAN-SPAM fall short?

     

    CAN-SPAM is a joke because it means businesses can spam people.

    1. Too many loopholes. Doesn't actually ban spam.
  • You don't have to get permission to email someone.
  • People can't sue you for getting spammed.
  • Too hard to enforce. 
  • Overrules state legislation, which could do more to limit spam.

    • There are two other pieces of legislation you should be aware of: GDPR and CCPA.

    • GDPR is the General Data Protection Regulation.
  • This went into effect in 2018 for the European Union.
  • CCPA is California Consumer Privacy Act effective in 2020.
  • It’s similar to GDPR, but limited due to CAN-SPAM.
  • This gives consumers more control over their data, but only in certain instances.

    • There are plenty of reasons why you should see to be ethical, not just legal.

    • Don't send email 'blasts' people. Use different termoniology: campaign, send, etc.
  • Use a legit email platform like Mailchimp or Active Campagin.
  • Test for email spamminess, like Mail Tester.
  • Don't buy lists. Get permission before emailing.
  • Send relevant content that people care about. Test out what gets responses.
  • Watch your churn rate (% of sends who: unsubscribes + bounces + marked as spam)
    • ...more
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    A Brighter Web | Grow your business with digital marketingBy GreenMellen
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