Email marketing is one of the most cost-effective online marketing tools in your diva arsenal – and the results can be amazing. If you build a solid email list, you’ve got a direct line of profit to your customers.
But with the creation of the CAN-SPAM Act, there are several things you should never do when using email marketing. In addition to following the law, avoiding these three things is just a good idea:
Don’t Remove the Unsubscribe Link
The CAN-SPAM Act requires that all email lists provide a clear and easy way for list members to unsubscribe. Additionally, opt-out requests must be honored within 10 days.
Make sure your unsubscribe link is clearly displayed either at the top or bottom of your email. And using a paid email marketing service will ensure that all opt-out requests are automatic.
Don’t Use a Single Opt-In Process
Although this is not specifically required by CAN-SPAM, it’s a good idea to set up a double opt-in process for your list. What’s the difference between a single versus double opt-in process?
In a single opt-in setup, a subscriber enters his or her email address into an opt-in form and they are automatically subscribed to your list. A double opt-in setup requires the subscriber to confirm their subscription before they officially join your email list. Your email system will send them a special confirmation link via email. They aren’t officially subscribed until they click that link.
It’s important to use a double-opt in process for your email marketing campaign. Why? It decreases opt-out rates by ensuring three things have occurred:
– The subscriber correctly entered the email address into your opt-in form.
– The subscriber actually owns the email address entered into your opt-in form.
– The subscriber really does want to be added to your email list.
Don’t Use Deceptive Subject Lines
This is another CAN-SPAM requirement. According to the Act, your subject line must accurately reflect the content of your email. Not only can deceptive subject lines get you in trouble with the law, they will upset your customers. Additionally, ultra-specific headlines are one of the single most important ways to increase open rates.
The easiest way to follow the CAN-SPAM Act is by using an email marketing service. There are several excellent and low-cost options available such as Aweber, Mail Chimp, and Constant Contact.