I’m going to let you guys in on a little secret. There’s a difference between how an email sender sees their inbox and how an email recipient sees theirs. It’s only a subtle difference. If you blink you’ll miss it. But, it has far reaching implications on how all of us should be approaching email marketing. Here’s a screenshot of it in all its glory.
What you see
What your recipients see
It’s time we all realized just how important this difference is. Getting your subscriber’s permission is only half the battle. If you’re not relevant, you might as well be a spammer. It’s hard for some to swallow, but it’s really that simple.
Whenever someone marks your email spam in most of the popular email clients, they let us know about it. If the number of complaints exceeds a certain benchmark, your account with us might even be closed. Inevitably, this can lead to frustration because you’ve done almost everything right. It doesn’t matter if you had double opt-in permission and your email has an obvious unsubscribe link. If you’re not relevant, you might as well be a spammer.
Still need convincing? All of the major ISP’s have reinforced this position in the last few weeks. They’re giving more filtering control back to their users and the “Mark as Spam” button is the glue holding it all together.
Yahoo! Mail - Miles Libbey: Anti-spam product manager
Operationally, we define spam as whatever consumers don’t want in their inbox.
AOL - Charles Stiles: AOL Postmaster
“I don’t care if they’ve triple opted-in and gave you their credit card number,” said Stiles, drawing chuckles, but making his point loud and clear: Relevance rules, and catering to end user preferences is his top priority.
Microsoft/Hotmail - Craig Spiezle: Online safety evangelist
We need to think really a step beyond opt-in and focus on the consumer’s expectations, relevancy, and frequency.
Gmail - Brad Taylor: Google Engineer
Sometimes people are afraid to report a message because they aren’t sure if it is “really” spam or not. Our opinion is that if you didn’t ask for it and you don’t want it, it’s spam to you, and it should be reported.
Like most things, this ultimately comes down to common sense. Put yourself in the shoes of your subscribers and think about what they actually need. If it’s a useful article on something that interests them, send away, but if it’s the latest press release from marketing, I’d think again. Perhaps then you’ll start to see the “Mark as Spam” button for what it really is.
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