The proliferation of abusive email marketing has dramatically changed the landscape for anyone with an email address. Legitimate marketers now not only have to work harder to obtain a positive response for a campaign, but they also have to avoid a negative response and all this while trying to avoid getting filtered right out of the in box before recipients even see your message.
Make sure you have permission to communicate with every person on your lists. Many spam emails are now claiming "you signed up for the XYZ list" when in reality there is no existing relationship. If someone has indeed opted-in to your list, make sure they understand when and where this took place. If their relationship is with a third-party that
you are partnered with, make sure to spell that out instead. You may well be better off with a partner sending on your behalf, so as to avoid any confusion about exactly why the recipient is being emailed.
Once you've crossed the line with a recipient by spamming, there is usually no going back. The same ability of email marketing to directly reach recipients, can inadvertently offend them. Like the difference between using a chainsaw to cut up a fallen tree versus accidentally severing your own limb, email marketing requires both care and knowledge to use correctly. Make sure you stay on the correct side of the line, and you can put that power to work to improve your bottom line results.
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