It can be easy to make an e-mail marketing campaign and have your e-mails sent to as many people as possible. In this article, Open Access BPO, a Philippine outsourcing provider, explains how this advantage can lead you to sending out spam messages which can turn your campaign into a disaster.
E-mail marketing campaigns are relatively easy to carry out. Since they require minimal equipment and preparation time, newsletters, catalogs, and other marketing materials sent through e-mail are very convenient for startup businesses to do. But, since e-mail marketing can be done with just a few clicks, it’s also easy for someone to abuse its simplicity and mess up the entire marketing campaign.
How spamming is done
Sending an e-mail without prior consent from the intended recipient, otherwise known as spamming, is a common mistake among marketing professionals trying to gain several leads. This is usually done by acquiring mailing lists through “illegal” means, such as buying it from another site or simply collecting addresses without fully informing the owners about the type of content they will be receiving.
Spammers then send marketing materials to as many individuals as possible, without screening e-mail addresses, in the hope that it will increase the number of positive responses they will be getting.
Dangers of resorting to spamming
Technicalities aside, no one will be pleased to see unsolicited e-mails flooding his inbox daily especially if they’re completely unrelated to his interests or field of work. Also, e-mail providers commonly equip users with anti-spam features that they can use to tag a sender as spammer. Messages from the identified entity are then sent directly to a spam folder or sometimes may not reach the recipient at all.
Being identified as a spammer by a single user is already bad enough for your brand. Aside from losing a prospective customer by starting off on the wrong foot, you will also gain adversaries who may talk about your unscrupulous marketing efforts to their peers.
Imagine that scenario being multiplied by the number of unwilling people who have received your e-mail. Being labeled as spammer by several e-mail users can create a negative brand image in the eyes of an e-mail provider and, more importantly, your prospects. The reputation that you’ve been eagerly protecting and trying to nurture for such a long time can easily be damaged because of your hasty effort to make your brand popular.
How to save your e-mail marketing campaign
The best and safest way to conduct marketing campaigns through e-mail is to start with a good mailing list. Make sure that the recipients have been fully informed about what they are going to receive and that they actually agreed to receive e-mails from you. Your website, especially your membership sign up and contact pages, must therefore have an opt-in feature for users who want to receive newsletters and other updates.
You may only choose to send a sample newsletter to individuals without their prior consent if they were pre-determined to possess the qualifications of your target audience and if you provide them the opportunity to opt-out of your mailing services.
The opt-out feature is essential not only in this case, but in any e-mail marketing campaign because it prevents you from losing customers’ subscription to your services completely. If you provide them with the option to not receive your e-mails, there are fewer chances of getting them frustrated by your spamming and taking it to a more serious form of reporting or flagging.
E-mail marketing is a very promising strategy to gain support from more people and grow your customer base. But because it comes with less complicated procedures, this marketing initiative can make your brand susceptible to abuse and, eventually, loss of credibility. By preventing your marketing team from spamming, you will gain a better brand image and higher chances of getting successful leads.