When Bad Things Happen to Good Email Marketers

by Michelle Keegan, Constant Contact Email Marketing Diva®

I first started writing Email Marketing Hints & Tips in March of 2001 and I remember when, much to my surprise and disappointment, I received my first spam complaint. It was an email reply that went something like this: "You filthy spammer. More people hate you than Bin Laden. Get a real job and a real life."

Nasty huh? I have to admit I took it personally.

Email Marketing Hints & Tips is all about permission email marketing best practices. I had this person's permission to communicate via email. How could they think I was a spammer? What was I doing wrong?

Now, three years and 160,000 subscribers later, I understand that spam complaints occasionally happen to good email marketers. I try not to take it too personally anymore, but I also monitor my spam reports closely to make sure they are well below industry norms (see right). And, I make it a point to be prepared to act if I ever have a problem.

Any good email marketer should do the same. And that's what this issue of Hints & Tips is all about.

There are many reasons why your subscriber might decide to report your email as spam - the subscriber doesn't recognize or remember your company name and perceives your email as spam, he no longer trusts unsubscribe links due to abuse by spammers, he sometimes uses the "This is spam" button for unwanted email regardless of having given his permission, he feels you are sending too much email or that your email is no longer relevant, etc.

If your spam complaints are at or below industry norms, you are doing a good job.

If your spam complaints are above industry norms, you may have some problems with your list collection and maintenance practices, your branding or your targeting and email frequency that you need to address.

Here's what to do if you run into a problem:

Evaluate your list collection practices
  • Are you using your own permission-based list?
    Remember - permission is not transferable, so you should never use purchased lists, or lists that you have swapped with another business.
  • Have you communicated clearly about the type and frequency of your email communications?
    Manage subscriber expectations. When people sign up to be on your email list, allow them to select their areas of interest (e.g. newsletters, sale notifications, new product or service announcements, event invitations etc.). Specify what they will receive and when they will receive it (e.g. "Sign up for Our Weekly Concert Announcement").

  • How old is your list?
    Over time, people forget what they subscribed to, or change their level of interest in a particular product or service. This is especially true in situations where interest may be temporary (e.g. wedding planning or sports league participation).

    How old is too old? Well, that depends on the nature of your business and how frequently, and recently, you have emailed your list of subscribers. If you have been adding subscribers to your list, but not sending emails, then any name older than one year should be removed from your list.

    Even if you have been emailing regularly, list age is often a source of spam reports, so consider removing older or inactive subscribers from your list. Here are two different approaches to doing this without losing your best subscribers.

    • Choose to keep only the subscribers who have opened or clicked-through a recent campaign. This way, you know the subscribers want your emails and are responding to your messages.
    • Confirm the older portion of your list by sending subscribers a one-time message asking them to confirm that they want to receive future messages from you. If they respond, you know they are interested and will remain on your list. If they do not respond, they are removed from your list.
  • Are you using a pre-checked signup box?
    Customers and prospects expect reputable companies to ask for permission - not presume it. So, you should always use an optional unchecked subscription box to gather email addresses for your list.
  • Are you using a gimmick for email address collection?
    A few years ago, it was not unusual to see contests or giveaways used as incentives for subscription (e.g. "give us your email address and you will be entered into a drawing for a free vacation"). These methods gathered lots of email addresses, but also generated a high number of spam complaints. If part of your list was built using an aggressive collection campaign like a sweepstakes, you should remove those subscribers from your list.

Another way to reduce spam reports is to make sure your subscribers remember who you are and why they are receiving the emails you send. This is also an opportunity to reinforce your brand and build customer trust.

  • Is your company name familiar and consistent?
    Did your subscribers join your list with the same company name or product brand that you are using today? Sometimes spam complaints occur due to an unpublicized transition in company ownership or product naming. If you have made a transition, remind subscribers of your original brand as you phase in the new brand, or new name. Learn more about the from line here.
Finally, target your emails to the right audience, and watch your frequency.
  • Are your emails targeted and relevant?
    Sometimes spam complaints are simply a way for subscribers to tell you that you are not sending information or offers that are interesting or tailored to them. Targeted and relevant email campaigns will always yield a higher response and result in fewer unsubscribes and spam complaints. Segment your lists using interest groups or other criteria, so that your promotions go to the individuals most likely to respond to your offer.
  • Are you emailing too frequently?
    Another complaint trigger can be sending too many emails to the same group within a short period of time. The appropriate frequency can vary widely by industry and by mailing type (promotions vs. newsletters). But, generally speaking, two to three times per month is plenty. Ask yourself how frequently your customers think about, or use your product or service and send communications accordingly.
  • Are you emailing too infrequently?
    Communicating too infrequently can be just as bad as communicating too often. If you wait too long to reach out to your audience, then your list and the permission you obtained can become stale. Generally, once per quarter is the minimum recommended frequency.

By monitoring and understanding your spam complaints, you will be in the best position avoid problems, and to address any issues that may arise.

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