Spam Fallout: Let's Not Agree to Disagree
On this topic, we were forced to take a stand—one that may well have included firing the client. Their cavalier consideration of the CAN-SPAM act would have them sending emails through our agency email-automation account, which could easily result in damaging their reputation long term, our reputation as a sender, our reputation as a service provider, and the email application's ability to reach inboxes for them, us, and the vendor's other clients. With so much at stake, the resolution was simply no. "No, you cannot continue to send emails to a list of people who clearly do not remember you, who have not been reminded of their relationship with you, and who have ready access to the spam button."
With the benefit of a solid relationship with this client, when we bandied about phrases such as "illegal and not in compliance," "marked as a spammer, which could affect your ability to deliver even standard business emails," "getting kicked out of your email-automation application," "shutting down our account," they relented and conceded to return to the slower, earn-the-business approach.
It's rarely easy to have conversations where dire consequences are involved, but when your business and the business of others are at risk, it's up to you to stand firm and establish guidelines for protecting everyone's interests. Your client may not like—or understand—the new rules of the road, but they will respect you for defending their ability to continue to do business on the digital highway.
P.S. For more information on how to avoid the spam cops, attend the All About Email live conference where I'll be sharing a slide deck on keeping out of trouble in the US, Canada, and abroad.
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.