Think Quality, Not Quantity When it Comes to Email Marketing
Email marketing can sometimes be tricky. The goal of any email campaign is to engage as many people as possible and drive up sales in the process. However, finding those "as many people as possible" is easier said than done. I know what you're thinking — the more the merrier, right?
But a bigger email list doesn't always equal a better one. Your list should consist of people who want information about your business, not random names that came from random lists and have no idea who you are or what you're selling. In this situation, think quality, not quantity.
Emails received by people without signing up for them are known as opt-out emails. Opt-out emails can get you into trouble. It's important for any email marketer to be aware of the legal ramifications noted in the CAN-SPAM Act of 2003. CAN-SPAM requires that all recipients have "expressly consented to receive the message, either in response to a clear and conspicuous request for such consent or at the recipient's own initative." Also, if the message is from a party other than the party to which the recipient communicated such consent, "the recipient was given clear and conspicuous notice at the time the consent was communicated that the recipient's electronic mail address could be transferred to such other party for the purpose of initiating commercial electronic mail messages." The Act also considers bulk email to be spam if it's offensive, has no unsubscribe option, the subject line is incorrect or not visible, or if the address is stolen. Violation of these practices can result in fines of up to $11,000.
What to Do
Follow opt-in email marketing practices — i.e., recipients have subscribed or given consent to receive your messages, and have the option to unsubscribe if need be — at all times.