If you are planning to start or have started an online business, then you must have thought about online marketing and advertising.
Online marketing enables you to increase traffic to your site which results in more customers.
However, with the internet use growing at a high rate, the crimes on the web are on the rise.
People are exploiting the platform in the wrong way.
One of the most popular online malpractice is spamming.
So, what exactly is spamming?
Spamming result from the term spam.
Spam, also known as unwanted mass e-mail, unsolicited junk electronic mail or undesired commercial e-mail is a message used to advertise or market goods or some services to a person without their consent or a clear relationship with them.
Spam definition includes the following:
Messages sent excessively to Usenet and other message boards which are not related to the subject of discussion.
Email messages sent to a person whom the sender does not have any personal or business relationship, or has not requested the email.
With many companies using spams to exploit online marketing
channel, laws have been developed to counter these irregularities.
This legislation and policies play a significant role in
controlling undesired pornography and unhealthy online marketing.
To ensure you are always on the right side of the law, and
to avoid irritating your customers and the general public with email marketing, it’s paramount that you learn and implement these legal stipulations.
Keep in mind that it will cost you $16000 for every illegal e-mail sent!
Rules will always be rules, and they need to be followed.
Below are the ten spam policies on Email marketing that you should learn and implement:
1. CUSTOMER PREFERENCE TO.
This entails the customer opting in. The customers should
first provide you with a go-ahead. The consent can be written or oral. The
written agreement should include a web form in which the customer ticks a
Never think of starting the emailing process to a client without their consent. This would be breaking the law.
2. AVOID MISLEADING OR FALSE EMAIL HEADERS.
A header, helps a customer to know the origin of the message. Therefore, your “TO”,”FROM”, “REPLY TO” should strictly reflect your company or the person sending the message.
The routing information used should also be genuine and transparent. It should entail email address and the domain name.
3. AVOID FALSE SUBJECT LINES.
People who are used to spamming, understand that a catchy subject line, is a genius way to attract recipients attention, such as the famous “you are the winner.”
According to the law, the subject line must be in line with the content of the email message.
For example, if you message entails a 10% offer to the customer, then your subject line should not suggest otherwise.
4. ESTABLISH THE EMAIL AS AN AD.
Experienced customers often assume adverts. They can identify them and immediately ignore them.
Having understood this, marketers are coming up with techniques to make their adverts less inconspicuous and to make them look like recommendations rather than adverts.
However, the law requires you to let your customer know that your email is meant to advertise.
Always make sure that you are not deceiving the clients.
5. INDICATE TO YOUR RECIPIENTS YOUR EXACT LOCATION.
Your message must be accompanied by a right postal address. This can be your street address or your home address if you work in your home
area. A home address can be the post office box that you’ve acquired from your country’s postal services or a private mailbox received from a private mail service company.
This provides your customers with an alternate way to consult you.
It also builds trust by proves that your company is real.
6. PROVIDING YOUR RECIPIENTS WITH A SIMPLE WAY TO BLOCKING FUTURE EMAILS.
A customer has the right to choose to receive as well as to stop receiving emails from you.
It is required that you inform your clients that they are free to opt-out and stop receiving emails from you.
It is also your responsibility to provide clear guidelines on how to stop these emails.
Come up with clear and accessible unsubscribe links and messages. Make it an easy process for your customers.
It is also required that you provide the “no communication” choice for your clients in the communication options’ menu.
7. OBEY AND ALLOW UNSUBSCRIBE REQUESTS QUICKLY.
The unsubscribe requests should be honored within ten working days.
Always ensure that the spam filter is not blocking unsubscribe requests.
The unsubscribe mechanism employed should be in a position to receive and process these requests for more than 30 working days after sending the message to the customer.
Unsubscribing should be very easy.
No fee should be charged, and no intense identification should apply.
The customer’s data should not be moved or accessed by any other person outside your company.
8. ANALYZE AND SUPERVISE OTHER PEOPLE’S SERVICES TO YOU.
If you are thinking of hiring a company to do your email marketing, always be very cautious.
This is imperative because, once things go wrong, you can’t blame someone else.
The company must be legally registered and approved to do email marketing.
9. COMMERCIAL EMAIL FORMALISATION.
The law stipulates a commercial email as:
“An electronic mail whose primary use is in commercial advertisement and popularization of business products and services.”
The spam policies and laws mainly apply to the business type of emails.
Relationship and transactional emails are not too restricted.
When sending transactional or relational emails, you only need to include valid router information.
Be very cautious not to include any advertisement messages in these types of emails. This could turn them to commercial emails.
Also, the final destination of the mail determines its type.
If the mail redirects your recipient to your site, this makes it commercial.
10. THE FORWARD-TO SCHEMES.
The law allows you to include links in the emails that allow your customer to forward the mail to a friend as a referral.
However, if you decide to allure your customers to forward the message by including prizes such as discounts, then you put yourself responsible.
If you don’t honor these promises, then you could find yourself on the wrong side of the law.
All these spam policies and legislation are very crucial and need to be adhered to if you are thinking of succeeding in your online business.
It is unhealthy to be a spammer.
It spoils your reputation among customers and the industry at large.
Don’t be the one to spoil the reputation of emailing and search engines.