Make Sure Your Email Message is Compliant with the CAN-spam Law.
Build your own opt-in or double opt-in email list. It takes longer, but is by far the safest way to protect yourself from spam complaints.
Keep records of all subscribers and those that unsubscribe to your mailing list. Include the date, email address they signed up with and their IP address, if known. If you use an automated system, it's very easy to do this. I would not recommend trying to keep up with it manually.
If you do wish to build your email list using a lead or subscriber service, make sure their method of gathering subscribers for you is ethical. They usually include an ad for different opt-in offers and the person can pick and choose which lists they would like to join. They then directly subscribe to your email list. Make sure to read their policy on what to do if you are accused of spam. This is different than opt-in list providers (below).
Avoid Opt-In List Providers. These services sell "targeted" email lists that are gathered by others for you. The quality of these type of services varies a great deal. If you want to use this type of service, make sure the service you hire is building a list for YOU and it consists of double opt-ins. If they are just using a cut and paste version of lists that already exist, you could be in trouble.
Don't ever purchase or send to "bulk" or "targeted" email lists, including those cheap ones sold on CD's, no matter what the people selling it are telling you. They will be most likely the beginning of your undoing!
Stay away from email list whose source is FFA (Free For All). In fact, stay away from anything that has to do with FFA sites at all.
Always provide high quality content in your messages.
Avoid using the most common "Spam Filter Trigger" words. Words like "free", "guarantee", and "special" are likely to trigger your customers spam filters.
If you have an Affiliate Program, make sure you include an "anti-spam" provision in your agreement.
NEVER mention the word "spam" in your messages. Instead, use a message like "This message is for subscribers only. If you did not request to be subscribed to our list, please click the unsubscribe link below or contact us at your@emailaddress.com to be removed promptly."
NEVER "Harvest" or "Capture" email addresses from any source. Especially any type of online group or community.
NEVER post your marketing sales copy to newsgroups or mailing lists that are owned by others without permission!
If You Get Accused of spamming
You must act quickly and with a level head.
Don't take it personally!
Remove the accuser from your email list immediately.
Contact the provider that the complaint was registered with and present your records of when the person subscribed, their IP address and let them know your email list is an opt-in or double opt-in list.
Follow the instructions given to you by the provider promptly.
If you follow the guidelines above, you can drastically reduce your chances of being accused of sending SPAM. Above all, before you send out any email message, make sure it contains high quality content that provides value to your readers. Ask yourself if you would want to receive the email message you are sending. If it's all fluff and sales messages, rethink your message before sending. If you do ever get accused of spamming, make sure you take prompt action to minimize the damage.
Taylor Knight is the owner of Ebook-Alliance.com. A unique c
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