Today I did a live broadcast on Periscope talking about the 3 major mistakes that are very common for people who are new to email marketing to make. Here are the notes from the broadcast. Be sure to scroll down and watch the replay to hear the details.
Mistake number 1: Assuming People Actually Want To Hear From You
When it’s okay by law to add someone: (for CAN SPAM USA only)
they were a recent customer (past 2 years, no longer)
They dropped their card in a fishbowl that was labeled as Join our list
They asked verbally
they filled out a subscription form on your website or other online source (they opted in online)
What NOT to do: Just because the law says it is okay does not mean you should…
Add people who are connected to you via social media: This particular one annoys me to no end. I have heard people give the advice that you should export your LinkedIn Connections and use them in your email marketing. Please do not do this. Not only will you upset many people, it will make your brand look spammy. Is that what you want?
Add old customers who have not done business with you or heard from you in years.
Dump your email address book of contacts onto your marketing list.
Mistake number 2: Writing Like A Used Car Salesman
Avoid excessive exclamation points (!!!!) and try to not use CAPS in every word since that is considered yelling in email etiquette and the spam filters will likely flag you for it.
Mistake number 3: Ignoring Campaign Reports
BONUS: Why you should care about the law:
Not to scare you or anything but I am kind of sick of people saying “What’s the worst that can happen, it’s just email” Well here you go… A quick list of lawsuits that came about because the company disobeyed the CAN SPAM Act: (Click the lawsuit to learn more)
Lawsuit: Kodak Imaging Network, $32,000
Lawsuit: YesMail, $50,000
Lawsuit: Jumpstart, $900,000
Lawsuit: Optin Global, $475,000
Lawsuit: ValueClick, $2.9 million
Lawsuit: Balsam v. Trancos, Inc., $87,000
Inet Ventures Pty Ltd., $15.15 million
ATM Global Systems, Inc., $442,900 (2008)
Sili Neutraceuticals, LLC, $2.5 million