Best Practices

Spammers Anonymous, or How I Learned to Stop Worrying and Send Email

anonymous

Hi, my name is Brad, and I’m a spammer. 

Recently I discussed how the perception of consent often varies pretty widely from sender to recipient, and asserted that sending any unsolicited mail (no matter how innocuous) makes one a spammer. In retrospect, and in light of a rousing debate currently occurring in a popular industry forum, it may be helpful to expand a bit on that statement.

Much like politics, most of the voices you hear in the email industry tend to vary between two extremes. One one hand, there are the anti-abuse crusaders, those who propose hefty penalties for anyone who sends even a single unsolicited email. On the other, you have those who believe that because someone provided their email address somewhere public (i.e. on their employer’s webpage), they are giving free reign for marketers to send them anything they want. Most of us, thankfully, are somewhere in between. Those of us who send email on behalf of others (email service providers, particularly) generally have to be closest to the median as we balance the needs of senders who want to keep their business growing with the ability to reach recipients (more accurately, their mail providers) who don’t want to receive spam.

To that end, I say this: unsolicited mail is spam. Unless your intended recipient asked you directly to receive what you’re sending, you’re sending spam. The thing is, we’ve almost all done it – even those of us on the anti-abuse side of things. If we haven’t sent spam directly, we’ve been party to it. Maybe it was the marketing team at our company. Maybe it was a salesperson, contractor, or vendor. No one likes spam, but very few of us can say we are completely removed from it.

Go ahead, let it out. It’s cathartic.

Does that excuse sending sending spam? Not even close. Just because we’ve all likely done it doesn’t mean it’s okay. What it does mean is that the damage can be fixed – but how? In Spammers Anonymous, there are just 3 steps on your path to email enlightenment:

Get permission.

This one is the simplest, but often causes the most problems. Don’t send to addresses that were found on a website or forum. Don’t purchase lists or use any list generated by a third party (including government lists obtained via the Freedom of Information Act – those are some of the worst). If someone makes a purchase from you or joins your organization, give them the option to receive your marketing emails. In some jurisdictions (I’m looking at you, Canada) it’s a requirement that you provide separate consent options.

Set expectations.

When someone provides you their email address they’re trusting you to send them the information they’ve requested, and not to send them other, unwanted mailings. Honoring that trust helps build loyalty and keeps your recipients happy. One of the best ways to ensure your trustworthiness is to set clear expectations at sign-up. At the point of email collection, make clear designations of the type and frequency of mailings you’ll be sending. It doesn’t have to be hyper-specific; something like “weekly informative newsletters” does the trick without excessive wording. Bonus upside: when your recipients expect your email, they’re ready to engage when it shows up and often tell you when it doesn’t (which helps identify potential delivery issues).

Acknowledge there is a higher power.

OK, so this one may sound familiar – but in this case we’re talking about mailbox providers. Google, Microsoft, Yahoo, and AOL, among others, provide mailboxes to millions of recipients and their primary focus is ensuring those recipients get only the mail they want. One of the biggest ways they do this is through engagement monitoring. Recipients who read and reply to your messages are more likely to see them front and center in their inbox. This means that your job is not only to get the initial opt-in, but to ensure your recipients continue to want your mailings. One of the best ways to do this is through re-engagement campaigns. Every 6-18 months (depending on your sending frequency), reach out to recipients who haven’t engaged and ask if they still want your mailings. For those that don’t, purge them from your list and look at other ways to market to them, such as phone outreach or snail mail.

If you’re sending unsolicited email, attempting to justify your practices won’t matter to the mailbox providers who are routing your mail to Spam, or to the blacklist admins who have flagged your IP address for hitting spam traps. Instead of hiding behind the “everyone’s doing it” mantra, take action and make your program better than everyone else’s. It takes some work to follow best practices, but taking these steps will help ensure your mail gets delivered and boost your business in the long run.

– BG

Delivery Essentials

Transactional email and the unsubscribe link

3542845394_68b995ff48_bThere’s been a fairly long-standing debate in the email industry about transactional emails and the unsubscribe link. The main point of contention is whether or not a transactional email should include an unsubscribe link and if so, what types of messages should be stopped when it’s clicked. With the renewed discussion of the Canadian Anti-Spam Law (CASL)* ahead of its pending changes, this topic has made its way back into regular discussions with clients.

You may already know that CASL requires all transactional messaging to include an unsubscribe link, even though transactional messages don’t technically require consent. So in essence, the CASL-compliant unsubscribe link is designed to allow recipients to opt out of other commercial messages from the sender, but not transactional ones. But what if someone really doesn’t want to receive any more transactional messages? As senders, are we concerned with adhering to the letter of the law, or with improving our customer experience? The answer, of course, isn’t always cut and dry.

For starters, not everyone means the same thing when they reference a “transactional” email message. While a receipt for a purchase is considered transactional by most everyone, some other types of messages can present more of a gray area. Under CASL, a transactional message completes a transaction (duh!), delivers a product or service, presents warranty information, distributes legally required notices, or provides information pertaining to an ongoing contract, membership, or subscription. Sounds pretty similar to the US idea of transactional, with one major exception: under CASL, any promotional content in the email makes it a ‘commercial electronic message,’ or CEM, and therefore potentially subject to consent requirements. This differs from the “80/20 rule” that is considered best practice in the US (80% transactional content, 20% marketing).

Whether or not it makes sense to include an unsubscribe link in your transactional messaging depends on a number of factors. Let’s look at some of the most important ones for most senders.

Location, location, location

If you’re based in Canada, or your recipients are, you’ll have to include that unsubscribe link in your transactional messages to comply with the law. You’re only required to remove clickers from your commercial emails, but be sure to remove any promotional content from those transactional messages!

Transactional or transactional?**

One of the biggest factors to consider is just how essential the message may be. If someone purchases a software download and your email provides them the link to the software, or the license key, you’re not ever going to want to allow someone to unsubscribe from that. These are often referred to as triggered transactional messages, and they almost always facilitate or record a transaction involving the recipient.

For messages that are more relationship-based, such as a monthly update on benefits available to members, it may be a good idea to allow recipients the option to unsubscribe. Most recipients won’t unsubscribe, but those that do were only going to drag down your engagement metrics (and your deliverability as a result). If you start to see a swell of unsubscribes from these types of messages, it’s likely a good time to re-evaluate the value they are providing to your recipients.

Your audience

Do you have a receptive audience who opens and clicks on each email with almost religious fervor? Or do you have recipients who only open an email when they want to make a purchase? Analyze your audience engagement and segment based on those recipients who rarely if ever engage. It may be a good idea to provide these non-engaged recipients with the option to unsubscribe from non-critical relationship messaging.

In the end, it’s up to each organization to determine their ideal policy for allowing (or disallowing) unsubscribes in transactional messages. Aside from the mission-critical type triggered messages, the question really boils down to what’s most important: getting your message out, or giving your recipients the choice of what they want to receive?

– BG

*Of course, since we mentioned CASL, we also must mention that nothing in this post is legal advice. I’m not a lawyer, nor do I play one on TV. 

*Everyone who’s ever watched a cheesy mafia movie knows that when you say the same word twice, but with extra emphasis the second time, the distinction is being made between the literal and figurative uses of said word. Capisce?