Avoid These 7 Things When Sending Your Next Email Campaign

Posted by Brent Gross on Sep 7, 2017 11:17:42 AM
Brent Gross

Don’t be a tourist when it comes to email campaigns. Before you send an email blast to all your precious contacts, make sure you’re set up for success. Here are our top 7 tips that will ensure you don’t get thrown into junk, or worse...spam. 

According to the Can-Spam Act, here are 7 tips to keep your emails out of the junk folder.

1. Don’t use false or misleading header information.

Your "From," "To," "Reply-To," and routing information, including the originating domain name and email address must be accurate and identify the person or business who initiated the message. 

Why? Many phishing emails spoof email addresses by changing one or two character. Phishing schemes are getting smarter, so it’s important to stay ahead of them.

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2. Don’t use deceptive subject lines.

The subject line must accurately reflect the content of the message. Be sure to avoid subject lines in all CAPS and words like “free”. These tend to be flagged for suspicious activity.


3. Identify the message as an ad.

The law gives you a lot of leeway on how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.


4. Tell recipients where you're located.

Your message must include your valid physical postal address. This can be your current street address, a post office box you've registered with the U.S. Postal Service, or a private mailbox you've registered with a commercial mail receiving agency established under Postal Service regulations. 

One of the best ways to create trust and establish credibility with recipients is to make it easy for them to verify you are who you say you are.  

5. Tell recipients how to opt out of receiving future emails from you.

Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future.  Make sure your spam filter doesn't block these opt-out requests.

If you don’t let recipients “just say no” you run the risk of being reported to the Federal Trade Commission. And that’s not fun.

To opt out for five years: Call toll-free 1-888-5-OPT-OUT (1-888-567-8688) or visit www.optoutprescreen.com. 

6. Honor opt-out requests promptly.

Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient's opt-out request within 10 business days.

Word of wisdom: Cut the cord! End it quick, before it gets ugly!

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7. Monitor what others are doing on your behalf.

The law makes clear that even if you hire another company to handle your email marketing, you can't contract away your legal responsibility to comply with the law.

Know who your audience is and what they want to hear. Deliver it in a fashion that is both meaningful and credible.  Make sure you are getting your money’s worth. A valid email list helps to maintain your status as a reputable brand and provides actionable date insights.

The FTC has a CAN-SPAM Act: A Compliance Guide for Business to check your compliance.

Take these 7 technical tips into account before you press send on your next major email campaign. Aside from risking legal issues, your emails will be far more effective and credible. 

Until next time, keep on marketing!


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Topics: Email Marketing

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