In April 2009, Epsilon explored consumer behaviors and attitudes about permission based email by surveying over 4000 consumers in 13 countries. Many small businesses are shifting their marketing efforts toward digital communications such as email and social networks. While traditional forms of marketing are still used, the low cost and real-time nature of digital communication is attractive to businesses with shrinking marketing budgets. The survey reveals that email remains the primary online communication tool for consumers; well above the usage of instant messaging, social networks, text/sms, and other online communication channels.

Spam, in general, was previously defined as unsolicited email contact. The definition of spam has been expanded to include irrelevant messages and “contact saturation” (i.e. too many emails). Also, 26% of the survey respondents define spam as “any email that tries to sell me a product or service even if I know the sender.”

To avoid being tagged as a spammer and having your emails thrown into the same folder with the Viagra and Nigerian spam emails, consider using the following techniques:

1. Double Opt-in.

When someone subscribes to your email, use a double opt-in process that requires that they check their email and confirm their request to subscribe to your newsletter. This reduces the number of accidental subscriptions and subscriptions from anonymous subscribers. You want your mailing list to contain real people that have explicitly requested your information.

2. Set Expectations Upfront.

On your newsletter subscription page, indicate how often you distribute your email newsletters. Also, indicate the topics covered in the newsletters. If you use the newsletters to promote specials, discounts or new products and services, indicate this upfront. People will not subscribe if they define spam as “any email that tries to sell me a product or service even if I know the sender.” This may seem bad, but it’s good long-term as it avoids you and your email being tagged as spam. Also, it helps prevent “overinflated” mailing list numbers. Would you prefer a mailing list with 100 engaged subscribers or one with 10000 subscribers that block your email on a regular basis?

3. Clear Unsubscribe Process.

Always display the unsubscribe link in a visible location. This link is traditionally located in the footer of your email communications. Also, ensure that the unsubscribe process is automatic. Removal from the mailing list should occur upon clicking the link, not after surveys & polls are taken. Many people will click the link and not answer any further questions about their reasons for unsubscribing. If they remain on your list, you risk being accused of spamming them because in their mind, the email is unsolicited. Gathering data on their reasons for unsubscribing is valuable, but ensure that the unsubscribe process is not delayed with surveys and questions. The individuals that are willing to answer further questions or interact with your business will respond.

4. Monitor your Engagement Stats.

Most mailing list tools include statistics that indicate your open rates, bounce rates and email flagging (blocking) numbers. Monitor these numbers on an ongoing basis. Develop an ongoing process for removing subscribers that NEVER open your emails or have blocked the emails.

5. Focus on the Right Numbers.

2009 was the year where everyone coveted 1 million Twitter followers, Facebook fans and newsletter subscribers. Everyone. People monitored their “followers” like physicians monitor blood pressure. In 2010, focus on engagement numbers. How often are people responding to your emails with questions or comments? How often are the emails opened? Did anyone purchase a product or service as a result of receiving your message? Are you getting an increase in promising leads? As a small business owner, these are the numbers you should be focused on. Your marketing plan should include an ongoing strategy for improving those numbers. This is relevant if you have 50 subscribers or 50,000.

6. Offer value.

Be useful. Consumers receive hundreds of email weekly, sometimes daily, containing business information, personal communications, newsletters, retail offers and offers for Viagra and Cialis. In 2010, to remain effective, you must determine how your email communications serve value to your target audience.

Feel free to provide your comments and feedback on how you’ve structured your email marketing campaigns.

Best Wishes,
Kishau

Data Source: Epsilon Global Consumer Email Study (April 2009)

Kishau Rogers

Kishau Rogers is the President and Founder of Websmith Group, a web application development company. Her mission is to connect businesses with the information and technologies necessary to meet their goals EFFECTIVELY. Kishau Rogers holds a Computer Science Degree from Virginia Commonwealth University and has over sixteen years of experience, which includes web, application and database development. Kishau also speaks, blogs, and writes articles to educate organizations and entrepreneurs on resources and best practices for ensuring effective, dynamic and innovation web solutions.

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