Thanks but no thanks!
So - in a nutshell, here are the 7 things you must know about how you do your email marketing.
#1 - You can't use misleading information in the header of the e-mail.
You've got to be honest with the people receiving your e-mail. They need to be able to clearly see who it's from, who it's to, what it's about, and the domain it came from. You need to complete all of this information accurately in any marketing email you send out.
#2 - Make sure the subject of your email is clear and specific
You can be creative with your subject lines and use great copywriting techniques, but you need to make sure that the subject line of your email is clear. The people who receive your messages need to be able to tell from your subject line exactly what your email is about.
#3 - Make it clear that your message is an advertisement
This is another part of being honest in your marketing. Make sure that somewhere in the text of your email to your subscribers that you include a disclaimer that the message they're reading from you is an ad.
#4 - Tell the people receiving your message where you're located
No more hiding behind your screen - you've got to give a mailing address for your business when you send email marketing to your subscribers. Now - this could be a PO box if you don't want to have your home address going out to people you don't know. But you need to list a correct mailing list for your business.
#5 - Tell your recipients how to opt-out of receiving your messages
I know you worked hard to get everyone on your mailing list. But to be fair and ethical, every message you send needs to include information on how to opt out of receiving future messages from you. And this goes along with everything I've said about getting followers on Twitter , fans on Facebook, etc. You want the right people on your list, people who are interested in what you have to offer. A mailing list of 1000 people who want nothing to do with you is a whole lot less valuable than a list of 100 people who can't wait to hear about your next product or service offering.
#6 - Take care of opt-out requests ASAP
This goes along with the last point - if someone unsubscribes, you need to honor that request in a timely manner. This is a specific requirement of the law. Any unsubscribe link on a message you send needs to work for at least 30 days after you send the message. And you need to actually complete the "unsubscribe" action within 10 days after you receive the request. You can't make people jump through a lot of hoops to unsubscribe, either. It needs to be a simple reply email or single page on your website to unsubscribe.
#7 - Make sure anyone working for you like a virtual assistant is following the law
Ignorance isn't bliss, contrary to the old saying. You need to stay on top of what your team is doing in your name. If your VA is sending out emails with your brand on them, you're responsible for what's in them. And if your marketing emails are breaking the law, you're the one who will be held responsible.
That's a lot of information, but it's one that's pretty important to get right from the start!
