Many business owners wonder whether or not it is legal to send mass emails. The proper protocol, and indeed appropriate etiquette for doing so is remarkably simple, as is the answer to this concerning question. Indeed it IS legal to send mass mailings, but the important factor to keep in the forefront when doing so is that you can ONLY send the mass emails to those people who want to receive them, and the information you are offering. Here are some helpful tips to guide you when sending mass emails to your customers and clients:

1. First and foremost, those individuals on your mass email list MUST be opt-in subscribers to your emails. It is absolutely mandatory that this protocol be adhered to. The simple fact behind this is that emails sent to recipients who are not opt-in subscribers are considered to be unsolicited, and we all know that unsolicited emails are vividly classified as spam. Also, keep in mind that subscribers may opt in at one point, but find the need to opt out at a later date, so be sure that all your emails sent include an opt-out feature for recipients. There are many advantages to the opt-in feature including:

– It preserves your professional email marketing reputation;

– Confirms to your customers that you definitely respect their privacy;

– Assists you in emailing only those people who are truly interested in your products or services;

– Helps to build long-term and very trusted relationships with all your customers; and

– Can certainly assist in boosting both your sales and your product visibility. 

2. Do your due diligence and familiarize yourself with the email marketing regulations in effect, the spam guidelines, and certainly all the laws of the countries affected by your mass emails. 

3. Since the subject line of your email is the first “connection” you will make with your subscribers, be cautious to make the subject line very eye-catching, intriguing, and very direct, avoiding commonly used spam triggered words, such as “free” or “cash. In addition, NEVER put your subject line in all CAPS. Studies have proven that email recipients are far more responsive to emails that are direct and truthful at the inception about the email content. Your subject line should afford your email subscriber the knowledge of what is contained in the email before they even open it. 

4. You certainly want your email to be effective, so be certain to include exclusive promotions to entice your readers, as well as a catchy call to action within the email content that is eye-catching and will prompt your email subscriber to take that very action. Repeating your promos and call to action a couple times throughout your email will draw greater attention to both, and is apt to effectively induce the reader to take action. 

Following these useful tips will surely assist you in producing effective mass emails with attractive results that allow for all parties involved to benefit. However, disregarding these important tips, and choosing to send bulk spam emails may cause both your email and IP address to be blacklisted. The overall disadvantages of sending unsolicited mass emails are: 

– Your email recipients will be completely unresponsive;

– You will waste quality time and money sending along emails to an unresponsive audience;

– You will, without a doubt, ruin your email marketing reputation;

– You will also destroy the reputation of your business or company, and minimize the value of your products or services; and

– You will adversely affect your “open and click-through” rates substantially.

Be smart, be professional, be savvy, and be cautious when sending your mass marketing emails. This tool is highly beneficial to the success of your business, but if used improperly, can certainly be the end of your business too!

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