The ABCs of Outbound Email Marketing

[We’ve all been victims of spam. And it’s very annoying. The good news is that there are new laws designed to slow some of that annoying, unsolicited email that clogs our inboxes every morning.
But even with the proliferation of spam, outbound email is still an extremely effective marketing tool. Don’t shy away from using it if it makes sense. You just need to know how to use it wisely and how to comply with the new laws.
To comply with the new laws, all of your email marketing messages should include the following:
1. Your name in the “From” field
Studies show people look first to the “From” or “Sender” to decide whether or not to delete the message. If your name or the firm’s name is familiar, your recipients will then go ahead and read the subject line.
If you are marketing to a list that doesn’t know who you are, consider partnering with a publication or other partner whose name would be recognized by the target list.
2. Write truthful, accurate subject lines
This may make it challenging to be catchy or provocative, but it lets the recipients know exactly what they will find when they open your message.
3. Include your contact information
We strongly believe that your contact information (including your postal address and phone numbers) should be in the signature file of all your outbound emails. It’s like sending a letter on your letterhead instead of a blank piece of paper.
4. Make it easy to unsubscribe
You must include a link or another easy way for recipients to opt out of receiving future emails.
Don’t let the new spam laws keep you from including email marketing as part of your marketing programs. As long as you know the laws, and employ proper strategies of effective email marketing, this valuable tool can help you turn good marketing programs into great ones.
Everyone here at Gumas would like to wish you and yours a happy holiday season and all the best in 2005.
Until next month…

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