This past week, I received an unsolicited e-mail from a company in Florida. They asked me if I had a newsletter and provided links to their newsletter services.
I did a little bit of company research. Turns out that they are what appears to be a legitimate company that provides newsletter services.
There were, however, two major issues with this company (which I explain in depth in a minute):
1) They were spamming me
and
2) How can I trust a newsletter provider that spams people?
They Were Spamming Me
The Can Spam Act covers all commercial messages - "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service". You must have somehow already established a relationship with the party that you are emailing. They need to have explicity opted in to receive your message.
I had no relationship with this EMail Marketing company. They likely found my company email from a Better Business Bureau or Chamber of Commerce list.
If you don't comply with the CAN-SPAM Act, it can result in fines and even imprisonment. While fines and imprisonment are probably unlikely, if you send out enough unsolicited email, people that don't want your email will report you as a spammer. Once identified as a spammer by the various mail providers, even your non-solicitation email my not make it through spam filters. Just think of how difficult it would be to conduct daily business operations without reliable email.
How Can I Trust a Newsletter Provider That Spams People?
Denver EMail Marketing can be a very effective tool for small businesses. It is in some cases the most effective marketing tool for small businesses. It allows a company to keep in the forefront of a customer's mind and encourages repeat business when done properly.
But Your Message Must Get Through
I do run e-mail newsletter campaigns for clients. One of the key considerations in running a Denver EMail Marketing campaign is to choose a trusted EMail marketing provider. When you send out your email newsletter, it needs to get through to the people who signed up for the newsletter. You don't want your e-mail newsletter being trapped by spam filters or deposited into junk or bulk mail where your intended clients will never receive it.
By this newsletter company e-mailing me (and I'm assuming many others) with unsolicited spam, they are being identified as spammers. This is greatly reducing the chances of their e-mail newsletters getting through. Their company (and their servers) are likely to be identified by the various mail services (gmail, aol, hotmail, etc.) as spammers. If you sign up with them, it greatly reduces the chances that your emails will make their way to your intended subscribers.
Looking for a Good Email Newsletter Company?
The following companies have a good reputation in the industry and with Email providers. Using one of these companies for your EMail Marketing will greatly increase the chances of your newsletter reaching your subscribers:
The list above isn't an exhaustive list - but do your research. There are good EMail Marketing providers as well as bad ones. Make sure you sign up with a respected company.
Note that EMail Marketing goes well beyond just getting your message through. You must also have a great design and relevant message. But that's for another blog post.
How Does this Help Me Market My Denver Small Business?
Don't send out unsolicited e-mails. I have received - and continue to receive - unsolicited e-mails from Chambers of Commerce and BBB members who don't know the rules. They are at risk of damaging their businesses.
If you're a member of the BBB or a Chamber of Commerce or any sort of professional networking group - don't send out solicitation emails to members of the list. It may seem like a harmless thing to do. But I guarantee you that there are members on that list that don't want your email and will identify it as spam. This will ruin your reputation with the various mail services and you'll be identified as a spammer. The result could be your e-mails not getting through to any one - even your regular (non-solicitation) emails.