I'm a little worried about some of the people out there writing e-newsletters in-house.
In trying to do something good (communicate with their customers) they could actually be harming their brand. I don't bring it up as some kind of website copywriter hard sell.
I'm worried about those who do not know about the e-marketing anti-spam laws. So, I'm going to give you a quick summary.
1. You MUST have an obvious, easy-to-use unsubscribe button. Recipients must be given a choice or you'll ruin your credibility.
2. Use a double-opt-in process to collect your database. You'll get an authentic list of people who actually want to receive your database, which means you can track results more authentically, and you don't have to worry about getting tonnes of hard bounces which could wreck your online credibility.
3. Don't sending out "BCC emails" to a bunch of people. Asking people to unsubscribe by writing to you will make people feel uncomfortable, and can hurt business relationships.
Hot tip: use an e-newsletter software client. They help you set up your permission based marketing, like a double-opt-in program so you follow all of the anti-spam laws regulations correctly.
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