But I Don’t SPAM! Do I? CPSE June 18, 2009

Scary Statistic If you have 1000 subscribers on your list who OPTED IN to hear from you, 250 will not see your email messages What gives?

If you have 1000 subscribers on your list who OPTED IN to hear from you, 250 will not see your email messages

What gives?

Our Expectations from Email Providers Enough subscribers hit “spam” to your message, you’re a goner Formatting: is it easier to hit “spam” than “unsubscribe”? Provide us with spam filters! Scrub for Trojan horses, worms, viruses… BLOCK spam

Enough subscribers hit “spam” to your message, you’re a goner

Formatting: is it easier to hit “spam” than “unsubscribe”?

Real people in trouble “…My company has been placed somehow on a list of spam violators for some reason. The only thing I can think of is that someone forgot they registered for one of our newsletters, and rather than simply unsubscribing, complained . This is unfair, and is causing problems for my other clients who are waiting to receive their e-newsletter but their service provider is screening out our mail!! Please work to resolve this problem!” www.ftc.gov/os/comments/canspam/OL-104842.htm

“…My company has been placed somehow on a list of spam violators for some reason. The only thing I can think of is that someone forgot they registered for one of our newsletters, and rather than simply unsubscribing, complained . This is unfair, and is causing problems for my other clients who are waiting to receive their e-newsletter but their service provider is screening out our mail!! Please work to resolve this problem!”

www.ftc.gov/os/comments/canspam/OL-104842.htm

Conclusion: 2008 email study “The definition of spam has moved beyond the legal requirements of the CAN-SPAM Act to include any message that is unrecognized, unexpected or unwanted. .. This puts the onus on senders to make their messages recognized, expected and wanted. Until they do, invited email will continue to be delivered to the bulk folder.”

“The definition of spam has moved beyond the legal requirements of the CAN-SPAM Act to include any message that is unrecognized, unexpected or unwanted. .. This puts the onus on senders to make their messages recognized, expected and wanted. Until they do, invited email will continue to be delivered to the bulk folder.”

CAN-SPAM C ontrolling the A ssault of N on- S olicited P ornography and M arketing A ct Covers email whose primary purpose is advertising or promoting a commercial product or service, including content on a Web site www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm

C ontrolling the A ssault of N on- S olicited P ornography and M arketing A ct

Covers email whose primary purpose is advertising or promoting a commercial product or service, including content on a Web site

www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm

How to Blow $11k on Federal Fines False or misleading header information Deceptive subject lines Don’t give recipients an opt-out method Fail to ID as an advertisement Leave off the sender's valid physical postal address

False or misleading header information

Deceptive subject lines

Don’t give recipients an opt-out method

Fail to ID as an advertisement

Leave off the sender's valid physical postal address

Advice from SPAM.org Don't pre-check email subscription/sign-up boxes Don't ever buy an email list Don't ever mislead recipients with false sender names, misleading subject lines or deceptive offers Don't email list members more frequently than they would reasonably expect to hear from your organization

Don't pre-check email subscription/sign-up boxes

Don't ever buy an email list

Don't ever mislead recipients with false sender names, misleading subject lines or deceptive offers

Don't email list members more frequently than they would reasonably expect to hear from your organization

True Opt-In SUBSCRIBING, isn’t “junk mail” Don’t make them “uncheck” a box Already have relationship? Offline relationship doesn’t give you permission to email Transaction-related emails different than unsolicited offers/subscriptions

SUBSCRIBING, isn’t “junk mail”

Don’t make them “uncheck” a box

Already have relationship?

Offline relationship doesn’t give you permission to email

Transaction-related emails different than unsolicited offers/subscriptions

About those E-Newsletters “ Giving you my card doesn’t give you permission to email me” A sign-up/opt-in is a contract Disclose frequency & value Sign-up process foreshadows relationship

“ Giving you my card doesn’t give you permission to email me”

A sign-up/opt-in is a contract

Disclose frequency & value

Sign-up process foreshadows relationship

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Building A Legal Database Quality over Quantity Web 2.0: Content is King

MediaPost.com Statistics 84% of respondents said they like receiving email from companies with whom they register (subscribe) 50% of consumers more likely to purchase products from the sender in the future 29% of respondents said it would be okay for companies they know and trust to send email more frequently (down from 43%)

84% of respondents said they like receiving email from companies with whom they register (subscribe)

50% of consumers more likely to purchase products from the sender in the future

29% of respondents said it would be okay for companies they know and trust to send email more frequently (down from 43%)

Takeaways from MediaPost Findings Give people a reason to subscribe Prioritize publication QUALITY OVER QUANTITY The moment you slip, you’re likely to earn another “unsubscriber”

Give people a reason to subscribe

Prioritize publication QUALITY OVER QUANTITY

The moment you slip, you’re likely to earn another “unsubscriber”

Subscription-Worthy Content Service Provider: Expertise Coupons Reinforcement (case studies, new developments) Merchandise Seller: Tips on care & maintenance Accessories & upgrades Case studies “How other savvy users use it” Coupon to upgrade, sell up, x-sell

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Give a Little…Get a Lot Cultivate relationships If you don’t provide info, someone else will If everyone could do what you do…

Cultivate relationships

If you don’t provide info, someone else will

If everyone could do what you do…

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Subscription Sweeteners White papers Tip sheets, Fact sheets, Solution briefs Podcast series Special Guides Executive Summaries Planning Guides Club Membership Preferred Subscriber status Action Alerts

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Podcast series

Special Guides

Executive Summaries

Planning Guides

Club Membership

Preferred Subscriber status

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Thank You & Good Luck Happy to help: Devise editorial calendar Launch a newsletter Set up a blog Ghostwrite an article [email_address] 704-907-2811 www.TamelaRich.com

Happy to help:

Devise editorial calendar

Launch a newsletter

Set up a blog

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[email_address]

704-907-2811

www.TamelaRich.com