As a general rule, if your electronic message looks like spam people will
presume that it is. This can have an immediate impact on your reputation with a
As you know, people are increasingly conscious of the potential dangers of
electronic marketing, and carefully consider the messages they receive. As
touched on above, you need to consider what else is going into a person's inbox
alongside your message. Following the key obligations of the Spam Act (being
consent, sender ID and unsubscribe) can go a long way to appeasing the wary
recipient, but it can also help to contemplate:
- How does your message look to the recipient?
- Will your formatting and images work for everyone? If it doesn't, how
would the message look?
- What about your spelling and grammar? Poor spelling and grammar is
often used by recipients to identify spam scams.
- What is the sender address and does it reflect your business? How about
the subject line?
- Is it clear that you are a business? The purpose of your message should
also be clear.
- How often are you sending messages? Would you get a higher response
rate if you sent messages less frequently, for example, only when you have
a special offer?
- What information are you requesting from the recipient? Do you have a
clear policy reflecting what your business will not request from a
subscriber via electronic message?
- Most importantly, consider your message as if it was something coming
into your inbox - would you be prepared to open it based only on the sender
details? Would you click on a link? Would you start a process in the
message that will end up with you providing your credit card details?
Here are some further examples of comments made to the
An unsolicited commercial email was sent to the
email address on my website. This email is an alias, and is not used for
sending emails at all —o it can only have been trawled from the
This restaurant has presumably purchased an email
list and is sending spam attempting to generate interest. My business has
received 92 such emails to date, and I have confirmed that they were entirely
unsolicited by the recipients.My complaint relates to their assumption that
they can use the sending of spam as a legitimate business strategy.
Several days after placing an order through this
company, I received a call asking if I would like to receive newsletters or
updates. I declined. However, I soon started receiving these newsletters via
email. I unsubscribed using the included link but the 'subscription' remained.
I have now attempted to unsubscribe again but 'an error has occurred'.
Remember—Your success is based on your reputation with
your customers. The quality of your reputation (and that of your industry) is
in your hands.