Tips for Successful E-mail Marketing
By Adam Wilburn & Julie Boudro
Technology Consulting & Solutions
Universal Advisor, 2004 Issue No. 2


T here’s no question that e-mail marketing affords organizations a number of attractive features. Its increased flexibility gives companies the ability to create and test multiple campaigns and determine which is most effective. It’s cheap — only a few cents per recipient — compared to a printed piece that may be costly and require postage. Campaigns can be quickly developed and arrive in a recipient’s mailbox the same day, versus 7–10 days for “snail mail.” And it allows organizations to track results quickly and easily; instead of waiting weeks for a response, companies can monitor the status of a campaign and analyze campaign results data against website traffic.

But are the benefits worth the risk of being labeled a “spammer”? Since Congress passed the CAN-SPAM Act of 2003 (the Act), that’s been a burning question for businesses, many of whom have avoided e-mail marketing campaigns because of that risk. However, if done correctly, an e-mail marketing campaign can be quite successful — and devoid of risk to an organization’s reputation.

Review Your Mailing List

The Act requires organizations to obtain consent, whether implied or expressed, before sending an e-mail. Implied consent signifies a preexisting business relationship of at least three years with the e-mail recipient. With expressed consent, the recipient “opts-in” or gives you permission to send them an e-mail. Whether it’s by checking a box on your website when registering or returning a postcard that was attached to a newsletter, it’s imperative that businesses obtain the recipient’s permission first.

Establish a Way for Recipients To “Opt-out”

The parallel to gaining permission is giving recipients a way to unsubscribe or “opt-out” of future communications. It’s a common courtesy; it’s also a requirement under the Act. Two of the most common “opt-out” methods are a link in the e-mail to a form on the company’s website or an e-mail address where recipients can send a request to be removed. Either way, once recipients express that they no longer want to receive communications, the sender has 10 business days to remove them from the mailing list.

Clearly Identify Who You Are

Due to the large number of e-mails containing false or misleading subject and “from” lines, the Act requires senders to clearly identify themselves and the purpose of the message. In addition, e-mail marketers must include a valid domain name or URL and a physical postal address in all e-mails.

Personalize the Message

Getting people to read your message is the key to any successful direct marketing campaign, especially when it comes to e-mail. People today are bombarded with e-mail message after e-mail message, and sorting through them can be arduous. One of the best ways to emphasize your message is to personalize it. This can be as simple as addressing the recipient by name in the e-mail or as complex as tailoring the message based on their history, likes, or dislikes.

Call to Action

One goal of any good marketing campaign is to generate action from the recipient. This could include clicking out to a website for more information, linking to an online coupon, or the opportunity to enter a contest. Encouraging participation not only increases exposure and potential opportunity for your company but also gives you better tracking information on the success of the campaign.

Analyze the Results

E-mail marketing affords companies the ability to monitor and track campaign activities quickly and easily. Organizations can review their website’s activity to determine if there’s an increase after the campaign is sent. They can also monitor how many recipients viewed an e-mail or accessed a link to a website for more information. Tracking activities will help companies evaluate if campaigns are successful and, if not, help determine how to improve their messages for next time.

So What Does This Mean to You?

While the CAN-SPAM Act of 2003 changes how e-mail marketing is conducted, it doesn’t have to hinder it. The Act was passed to protect e-mail users, while still allowing legitimate e-mail marketing to be conducted. By establishing a few best practices, a company can avoid being labeled a “spammer” and ensure the success of e-mail marketing campaigns.