{"id":439,"date":"2015-05-29T00:41:56","date_gmt":"2015-05-29T00:41:56","guid":{"rendered":"http:\/\/seanvwork.com\/blog\/?p=439"},"modified":"2024-05-16T02:48:13","modified_gmt":"2024-05-16T02:48:13","slug":"first-rule-of-email-marketing","status":"publish","type":"post","link":"https:\/\/seanvwork.com\/blog\/first-rule-of-email-marketing\/","title":{"rendered":"Are You Violating The First Rule Of Email Marketing?"},"content":{"rendered":"<p style=\"background-color:#fffbe6;padding:15px;border: 2px solid #fff6c3;\"><strong>Want me to boost your marketing team&#8217;s performance?<\/strong> I love training marketing teams in person. If you&#8217;re interested in having me turn your marketing team into rock star marketers in just one day, then I recommend we chat. I&#8217;ll teach them how to do social media, SEO, conversion optimization and content marketing that will take your business to the next level. <u>Schedule a quick chat with me below<\/u>:<\/p>\n<div style=\"width:100%;border: 1px solid #5b5f68;\">\n<!-- Calendly inline widget begin --><\/p>\n<div class=\"calendly-inline-widget\" data-url=\"https:\/\/calendly.com\/seanwork\" style=\"min-width:320px;height:580px;margin-top:-24px;\"><\/div>\n<p><script type=\"text\/javascript\" src=\"https:\/\/assets.calendly.com\/assets\/external\/widget.js\"><\/script><br \/>\n<!-- Calendly inline widget end -->\n<\/div>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1596\" height=\"550\" src=\"http:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/the-number-1-rule-of-email-marketing1.png\" alt=\"the number 1 rule of email marketing\" class=\"alignnone size-full wp-image-490\" srcset=\"https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/the-number-1-rule-of-email-marketing1.png 1596w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/the-number-1-rule-of-email-marketing1-300x103.png 300w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/the-number-1-rule-of-email-marketing1-1024x353.png 1024w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/the-number-1-rule-of-email-marketing1-624x215.png 624w\" sizes=\"auto, (max-width: 1596px) 100vw, 1596px\" \/><\/p>\n<p>It never ceases to surprise me how many reputable companies straight-up spam my email inbox.<\/p>\n<p>So this article is an attempt to teach the most basic principle of email marketing.<br \/>\n<!--more--><\/p>\n<h2>The First Rule of Email Marketing<\/h2>\n<p>Rule number 1, numero uno, the golden rule, the rule of rules is\u2026<\/p>\n<blockquote><p><strong>YOU NEED TO GET PERMISSION FIRST<\/strong><\/p><\/blockquote>\n<p>You\u2019re not allowed to email people who haven\u2019t given you permission. Not only is this <a href=\"http:\/\/en.wikipedia.org\/wiki\/CAN-SPAM_Act_of_2003\">often illegal<\/a>, it\u2019s bad form and a terribly expensive mistake. Therefore, don\u2019t use any of the following back-door methods to add an email address to your list:<\/p>\n<h3>1. Just because we\u2019ve exchanged emails doesn\u2019t mean you can put me on your newsletter list.<\/h3>\n<p>Often I\u2019ll be in an email conversation with a person from my industry, and the next thing I know, I\u2019m getting their daily newsletter.<\/p>\n<p>Not only is this spamming, it\u2019s a professional faux pas.<\/p>\n<p>You must realize that for most people, <strong>email is work<\/strong>. My goal throughout the day is to chip away at my inbox counter. When you sneak a promotion into my inbox, you\u2019re making that counter number go back up!<\/p>\n<p>Why would you want to add to my workload? :(::::<\/p>\n<p>I know it takes only a second to delete an email, but you are giving me a tiny unnecessary stress I don\u2019t need; and really, you\u2019re planting a little seed in my head making me:<\/p>\n<ul>\n<li>Not want to do business with you<\/li>\n<li>Not want to recommend your business<\/li>\n<li>Not want to recommend you<\/li>\n<\/ul>\n<p>Think about how damaging that is.<\/p>\n<h3>2. Just because I\u2019ve signed up for your service doesn\u2019t mean you can email me your newsletter and promotions.<\/h3>\n<p><em>Ah ha! They signed up for our service so now we have their email, which means we can re-market to them through email! Bam! Two birds with one stone! Yeehaw!<\/em><\/p>\n<p>Now before I get into why this is a bad idea, it is O.K. to send new customers relevant emails right after some sort of online registration, signup, or purchase. Things like:<\/p>\n<ul>\n<li>Electronic receipts<\/li>\n<li>Account creation confirmations<\/li>\n<li>Necessary instructions<\/li>\n<li>Onboarding documentation<\/li>\n<\/ul>\n<p>\u2026are all relevant to those flows and are completely acceptable.<\/p>\n<p>What\u2019s not acceptable are additional marketing emails. So unless the user checked that they wanted to receive a newsletter or promotional emails during your business process, don\u2019t spam them!<\/p>\n<p>And when I say checked, <strong>that doesn\u2019t mean you sneakily pre-checked the opt-in box for them<\/strong>. You must keep it unchecked, and they must knowingly click any opt-in box.<\/p>\n<h3>3. Just because I\u2019m an industry head doesn\u2019t mean I want to be on your email list.<\/h3>\n<p><em>\u201cIt\u2019s cool, we\u2019re all in the same gang.\u201d<\/em><\/p>\n<p>No, it\u2019s not cool. There is either a list going around or people are just scraping email addresses and blasting everyone in the Internet marketing and tech space.<\/p>\n<p>If your conference, software, or promotion is important enough, I will probably find out about it (if you do decent marketing). However, if you spam me, I\u2019ll probably mark you as spam and hope to never hear from you again.<\/p>\n<h2>Reasons Not to Violate the First Rule of Email Marketing<\/h2>\n<p>Let\u2019s get into why you should be careful to obtain permission before sending email newsletters and promotions.<\/p>\n<h3>1. Email marketing is expensive and time consuming.<\/h3>\n<p>Anyone who has a big email marketing list knows it\u2019s not cheap to send out a lot of emails. The bigger your list gets the more expensive it is.<\/p>\n<p>Let\u2019s say you run a decent email marketing list and have 50,000 emails. Here\u2019s what you\u2019re paying for <a href=\"http:\/\/mailchimp.com\/pricing\/growing-business\/\">MailChimp<\/a>:<\/p>\n<p><a href=\"http:\/\/mailchimp.com\/pricing\/growing-business\/\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/mailchimp-pricing.png\" alt=\"mailchimp pricing\" width=\"700\" height=\"448\" class=\"alignnone size-full wp-image-466\" srcset=\"https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/mailchimp-pricing.png 700w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/mailchimp-pricing-300x192.png 300w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/mailchimp-pricing-624x399.png 624w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>Here\u2019s what you\u2019re paying for <a href=\"http:\/\/www.aweber.com\/pricing.htm\">AWeber<\/a>:<\/p>\n<p><a href=\"http:\/\/www.aweber.com\/pricing.htm\"><img loading=\"lazy\" decoding=\"async\" width=\"837\" height=\"526\" src=\"http:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/aweber-pricing.png\" alt=\"aweber pricing\" class=\"alignnone size-full wp-image-468\" srcset=\"https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/aweber-pricing.png 837w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/aweber-pricing-300x189.png 300w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/aweber-pricing-624x392.png 624w\" sizes=\"auto, (max-width: 837px) 100vw, 837px\" \/><\/a><\/p>\n<p>Here\u2019s what you\u2019re paying for <a href=\"http:\/\/www.constantcontact.com\/pricing\">Constant Contact<\/a>:<\/p>\n<p><a href=\"http:\/\/www.constantcontact.com\/pricing\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/constant-contact-pricing.png\" alt=\"constant contact pricing\" width=\"750\" height=\"312\" class=\"alignnone size-full wp-image-471\" srcset=\"https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/constant-contact-pricing.png 750w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/constant-contact-pricing-300x125.png 300w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/constant-contact-pricing-624x260.png 624w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/a><\/p>\n<p>So why would you ever want additional emails on your list that aren\u2019t going to be opened? Why do you want to <em>waste money<\/em>?<\/p>\n<h3>2. Your open rates affect your email deliverability.<\/h3>\n<p>If you have thousands of email addresses on your list that are \u201cdead\u201d or \u201cbounce,\u201d you\u2019re sending a signal to the email service providers and email providers that you\u2019re a spammy email marketer. Why would you ever want to get flagged for that?<\/p>\n<p>The word on the street is that if more than two people complain about your list to MailChimp, you\u2019ll get banned from their service.* Talk about a costly mistake!<\/p>\n<p>According to Oracle, \u201chigh hard bounce (invalid) rates are the fastest way to trigger filtering and blocking on your new IP.\u201d I recommend reading <a href=\"https:\/\/blog.kissmetrics.com\/improve-email-deliverability\/\">this post<\/a> on email deliverability.<\/p>\n<p>But most important, companies that carefully nurture and prune their list have higher email deliverability. That means more emails get through to inboxes.<\/p>\n<p>Why would you not want this?<\/p>\n<h3>3. You don\u2019t want to market to people who don\u2019t want to hear what you have to say.<\/h3>\n<p>A lot of spamming tendencies come from the old-school thinking of \u201cshotgun marketing.\u201d If you cast a wider net, you\u2019ll hit bigger numbers.<\/p>\n<p>But think about it this way: wouldn\u2019t you rather target the people who are eagerly waiting to hear what you have to say than thousands of people who don\u2019t care?<\/p>\n<p>In sales, do you want to reach out to 1,000 prospects that may or may not be warm leads, or do you want to reach out to 10 people who are dying to sign up for your offer?<\/p>\n<p>When you consider the damage of spamming too many of the wrong people and the cost of over-emailing, it becomes easy to see why you want to focus on your \u201ceagerly waiting list.\u201d<\/p>\n<h3>4. You\u2019ve got to send email that people want to read.<\/h3>\n<p>This is the toughest part.<\/p>\n<p>Your boss wants you to send out emails. You\u2019re busy, but orders are orders. So you keep sending out that boring email hoping that something will happen.<\/p>\n<p>But what your company should really be focusing on is sending out an email that people want to read, and email that is in demand.<\/p>\n<p>You have to be different. You have to be creative. Email marketing is getting tougher and tougher as the years go by. We\u2019re getting spammed to death and we want to read less and less email. <strong>So how can your email, be the one email I want to read?<\/strong><\/p>\n<p>Personally, there is usually only one email I <strong>want<\/strong> to read every day. It\u2019s the email from <a href=\"http:\/\/sethgodin.typepad.com\/\">Seth Godin\u2019s blog<\/a>. And some days, I\u2019m even too busy to open that.<\/p>\n<p>Email is such an important marketing channel that I highly recommend your company hire one person to do <strong>email marketing <\/strong>exclusively. Not only is email marketing a logistical nightmare when you start getting bigger, it\u2019s really <strong>a full-time job<\/strong>. Managing lists, pruning lists, writing emails, responding to emails (how many of you perform that super-important task?), dealing with automation issues\u2026 It\u2019s a beast.<\/p>\n<p>If you\u2019re going to hire an email marketing person, make sure they are a remarkable copywriter, insanely creative, and a blast to have around. It\u2019s worth it.<\/p>\n<h2>Read This Once In Your Life<\/h2>\n<p>This PDF was written by the Federal Trade Commission for consumers. It\u2019s an easy-to-understand version of how the CAN SPAM Act works. Click on the image below to view the PDF.<\/p>\n<p><a href=\"https:\/\/transition.fcc.gov\/cgb\/consumerfacts\/canspam.pdf\"><img loading=\"lazy\" decoding=\"async\" width=\"722\" height=\"933\" src=\"http:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/CAN-SPAM-ACT-2003.png\" alt=\"CAN-SPAM-ACT-2003\" class=\"alignnone size-full wp-image-455\" srcset=\"https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/CAN-SPAM-ACT-2003.png 722w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/CAN-SPAM-ACT-2003-232x300.png 232w, https:\/\/seanvwork.com\/blog\/wp-content\/uploads\/2015\/05\/CAN-SPAM-ACT-2003-624x806.png 624w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><\/a><\/p>\n<p><i>*This was told me by the growth hacker extraordinaire, <a href=\"https:\/\/twitter.com\/larslofgren\">Lars Lofgren<\/a>.<\/i><\/p>\n<p><iframe data-w-type=\"embedded\" frameborder=\"0\" scrolling=\"no\" marginheight=\"0\" marginwidth=\"0\" 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I love training marketing teams in person. If you&#8217;re interested in having me turn your marketing team into rock star marketers in just one day, then I recommend we chat. I&#8217;ll teach them how to do social media, SEO, conversion optimization and content marketing that will take [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-439","post","type-post","status-publish","format-standard","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Are You Violating The First Rule Of Email Marketing? - Sean V. 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