What you say...what you communicate

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"This is NOT SPAM"

"We have NO INTENTION to email you again. You can also reply to this email with REMOVE in the subject line to make sure we'll NEVER send you any more e-mails in the future."

"You are receiving this because you signed up for email from one of our marketing partners"

"You have received this email because you expressed interest in our products in the past"

"You are receiving this as someone who has registered with one of our affiliates"

"We are not spammers and are against spamming of any kind."

"This email is sent in compliance with the CAN-SPAM Act of 2003."


What do all the above communicate to the recipient?

"This is probably spam."

If you have to justify yourself, then chances are you haven't got the right kind of permission from people on your list.

Permission-based email has its own inbuilt justification: people explicitly requested it.

If you are getting reported as spam even though you send permission-based email, then a permission reminder is one option. (See also MailChimp's recent post.)

But reminding people that they did actually sign-up for these emails doesn't get at the root cause of the problem. As we saw last week, recipients define spam as "unwanted" email as much as "unsolicited."

Instead, you have to ask why people don't want your email anymore. What can you do about it? And if you can't do anything about it, are you at least making it as easy as possible for them to get off your list?

Permalink | December 01, 2008 | 0 comment(s)
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