5 Things to Never Do in Email Marketing

Keep your business professional and classy, always use an email marketing platform to send email
Keep your business professional and classy, always use an email marketing platform to send email

There are 5 things I still see small businesses and individuals continually doing through email marketing that hurt their reputation.

I want to get any shaming out of the way. This post isn't written to make you feel bad, it's to educate you and give you the information you need to change the bad practices you have in place. It's strictly to layout why these actions go against best practices, and to offer you examples as to why having an email marketing platform is key for your business.

Let's talk about what these 5 things are and why they're problematic.

Sending out product or event announcements for your business through personal email

I'm willing to bet if you're sending out personal emails about your business that not everyone receiving those emails have given you permission to email them. Am I right?

If you are sending an email to anyone who has not expressly given permission to you to be solicited by you and your business, you are spamming people. Straight up. This is no joke. People are incredibly protective over their email address, and it's important that as a business you respect that.

Beyond people's feelings the biggest reason you shouldn't do this? You could be violating the law:

The CAN-SPAM Act of 2003 (which stands for Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003.) was signed into law by President Bush in 2003. It was created as the first national standard for commercial e-mail and is now enforced by the Federal Trade Commission (FTC). (They were really cute and worked in the acronym SPAM. Funny bureaucrats!)

If you are a small business sending out commercial email - which make no mistake if you are talking about something that people obtain through a purchase (art, products, services, etc) than these are commercial emails - it's important that you be fully compliant with the restrictions CAN-SPAM has put on place.

Some highlights from that CAN-SPAM that you should be practicing within your emails and your business:

  • A visible and operable unsubscribe mechanism is present in all emails.  Meaning: You must have a way for recipients of your email to be able to opt out easily: a button, a way to update their subscribe preferences. It's not OK to simply say "please reply with Unsubscribe."
  • Consumer opt-out requests are honored within 10 business days. Meaning: When someone unsubscribes you have a limited time period to remove them (if you are legit than your email marketing platform does it automatically when a subscriber unsubscribes). You may not add them back again without their consent
  • A legitimate physical address of the publisher and/or advertiser is present. Meaning: Your email must have your business address within your email - this keeps people on the up and up and accountable.
  • A message cannot be sent without an unsubscribe option. Meaning: If there is no way for people to unsubscribe than you can not send your email. See how serious they are about this? They say it numerous times!

Let's get real for a second, there are so many reasons why this is not a good business practice, first and foremost it's against the law. But really, sending out an unsolicited email not only looks bad because its spam, it also makes your business look unprofessional.

Solution: All of the email marketing programs offer all of the above options when you create beautiful, branded formatted emails

Sending attachments in a personal email

As a business you have a few seconds to grab someone's attention. Studies have shown you have less than 8 seconds to grab someone's attention. Now add that they're annoyed that you sent an email about your business to their inbox that they didn't ask for, and then add an attachment that takes time and energy to open and read. It may sound dramatic, but honestly you have very little time to grab someone's attention and if you make them work for it you've already lost them.

No one likes to open an attachment unless it's about them.

Solution: All the email marketing programs available offer the ability to insert your gorgeous images for your subscribers to see immediately upon opening your email.

Sending group emails about your business

Just stop doing this, period. It comes over as so arrogant and thoughtless.

You work so hard at what you do, don't give the illusion you don't care about other people's time or privacy.

Solution: Do not ever send a group email to anyone about anything unless it's your family because really who cares what they think. (I'm kidding!)

Adding people that did not sign up to your email list

As a business you want people interested and engaged with your products. This is true for your mailing list as well, you want your subscribers to open and click on content you've sent them.

Mailchimp lays this out beautifully: "The best way to grow an email list is to do so slowly and organically, so that the people on your list are really engaged and are the top notch followers of your business or organization." Adding people to your mailing list that did not give you permission makes your list weak.

Again Mailchimp's wise words and tips (emphasis mine):

Even though someone is a current or past customer of yours, they may not want to receive emails from you.

If you have a list of customer email addresses and you want to start sending them email marketing, but you don't have their permission yet, you need to ask for it.

Send a "Re-Introduction Email" from your regular email address (not a bulk email program like MailChimp). Put together a personal note like you would write to a friend. Include the link to your signup form in the emails. This signup process is simple and effective.

One of the biggest concerns with adding people who have not signed up to receive your email is that people may report your email as spam. That can create huge problems for you as a business and getting your message across. All email marketing platforms take this seriously, and so do email hosting platforms like Gmail and Yahoo. Some of the consequences can be having your email marketing account suspended, aggressive spam filters for your email address, and worse blacklisting your email - which means never getting your message to the people on those email platforms again.

Dumping your personal email contacts into your newsletter program

Your friends, colleagues, and personal and professional contacts may think you're great (hell I do!) but that doesn't mean they want to be on your newsletter or part of your email marketing campaign. Adding personal email addresses from your personal email account is an abuse of someone's trust and personal information.

While it may be tempting to do this, don't. If people want email from your business they can and will sign up for it.

Grow Your List Organically & Responsibly

If you have or are still doing any of the above, I know you're not a bad person or mean to disrespect anyone. I'm willing to bet with all that you have to do as a business owner you just haven't given it a second thought that any of these actions are bad form. There's a lot to learn as a business owner. I get it.

But taking when we are given people's personal information there is an unspoken trust there. It's so important that we respect that. This is your business, something you've worked so hard to bring into fruition, respect it by following best practices that are expected of everyone.

I can't stress the importance enough of having an audience that wants to hear from you and in turn wants to engage with your products and content.

Treat your business like the professional entity that it is, sign up for an email marketing platform. Many of them offer free accounts if your subscriber list is below a certain amount. But if you end up having to pay for it, remember it's a tax write off. I personally use Mailchimp and love it. I find the user interface to be really easy, and they offer many videos and support through their blog posts to help educate you. Other great companies are: My Emma, Constant Contact, or Vertical Response (that's just to name a few!).

It's not about the amount of email subscribers you have, it's about the number of sales you make and the people that truly engage with your products and content.

Have thoughts on this? Or an experience you would like to share? Let me know below, on Twitter.

Meighan O'Toole

Always all in.