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How to reduce spam e-mail complaints ~
Canning spam complaints
E-mail inboxes continue to be filled with unwanted e-mail messages despite
the introduction of Australian anti-spam legislation.
The dilemma that businesses now face is that despite
a businesses’ compliance with the anti-spam legislation, it is still
possible for frustrated e-mail recipients to lodge spam complaints.
Such complaints may not attract the penalties imposed by legislation,
though they may affect a businesses account status with their internet
service provider.
The reasons behind a recipient lodging a complaint often vary. For example,
the recipient may not remember having subscribed to your e-newsletter
list; they may not remember your company name; they may no longer be interested
in your products; or they may feel that you send too many messages and
are simply annoyed with that volume of e-mails.
Many businesses have learnt that their list collection methods
and list maintenance are the best way to reduce complaints and
spam reports. The following tips will help you maintain a healthy subscriber
list.
Confirmed opt-in – The best way to ensure that
your subscribers want to receive mailings from you is by using a confirmed
opt-in process. You may be familiar with this process. It requires your
subscribers to confirm their subscription by replying to an e-mail before
they can be added to your e-mail list.
Sometimes customers do not understand this process or do not bother responding,
so your e-mail list may end up being shorter, though at least this way
you know that the people who do respond want to hear from your business.
Your list only – It is no longer acceptable to
purchase e-mail lists or use third-party lists. You should remove any
e-mail addresses obtained from third party sources.
Aging your list – Many people forget over time
that they have subscribed to lists. It is also possible for people's interest
in products to be transitionary, for example for mailings relating to
holiday travel or weddings.
To avoid these problems you can age your list by removing some of the
older listings.
How old is too old? The answer will depend on your business, the nature
of your products, how frequently and how recently the relevant subscribers
have been e-mailed.
There are no specific rules as all businesses are different. Some businesses
will know that some of their best customers are their oldest customers,
so the culling of all e-mail addresses obtained before a specific date
may not be suitable for those businesses.
One method that will be appropriate for most businesses is to remove
e-mail addresses on your list that were collected over a year ago that
you have not e-mailed at least a couple of times in the last 12 months.
Sign-up subscription terms – When a person subscribes
to your e-mail list, it should be made clear to them the nature of your
e-mails, the type of content they can expect to receive and the frequency
of your mailings.
Although the anti-spam legislation may allow you to send e-mails to customers
who have made recent purchases from you, it is best not to automatically
add all of your customers to your e-mail list without getting their permission
first.
You should ask your customers if they would like to receive future communications
from you and let them know how often you anticipate sending e-mails to
them.
It is also best to avoid using pre-checked check boxes in your online
order forms.
Other techniques that you can use to reduce complaints relate to the
content and frequency of your mail-outs.
Familiar layout – Using a consistent e-mail template
with the same colours, fonts and layout will help your subscribers to
recognise your e-mail campaigns. Over time your subscribers will recognise
your layout and with that familiarity they will be reminded that they
have subscribed to your list.
Familiar and consistent company name – Confusion and complaints
can originate from subscribers being unfamiliar with your company or brand
name.
If your subscribers joined your list when you used a different product
brand or company name you will need to remind your customers several times
as you phase in the new brand or name to avoid any confusion.
Consistent from address – Using a consistent ‘from’
e-mail address serves two purposes.
First, using the same ‘from’ address over time is another
way to ensure that your subscribers recognise your e-mails. It is best
to use a from e-mail address that includes your brand or the company name
that they subscribed to.
Second, if different ‘from’ addresses are used it increases
the chances that the subscriber’s local e-mail filter programs (spam
filters) will block your e-mails.
It is a good idea to ask your subscribers to add your e-mail address
to their address book to ensure that your messages will get past any local
filters.
Frequency – A common complaint trigger is businesses
sending too many e-mails to the same group of people.
While a subscriber may like your products and your business, there becomes
a point when your mailings become annoying when sent too often, particularly
if you are sending essentially the same message over and over again.
The frequency of mail-outs will depend on your business and the type
of information you provide to your subscribers. By outlining the anticipated
frequency in your sign-up subscription terms, your subscribers will know
how often to expect your mailings.
By implementing some of the tips above you will minimise complaints
and keep your subscribers happy.
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 Sharon
Wild
Strategy & Marketing Director of e-JAZ, Sharon has been involved in the
e-commerce community for several years. She successfully manages Australia's
largest online jewellery store, Gillett's
Jewellers.
Sharon can be contacted via email on sharon@e-jaz.com.au
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