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Make sure your emails don't sound like SPAM.
A Web Copywriting Tip by Nick Usborne
With regard to whether something is spam or not, the answer always lies in the perception of the recipient.
As marketers we may not like it. We may stick to all the rules. But we can't control what our subscribers feel when they receive our emails.
In my seminar on email marketing I refer to this as "the human spam trap". If your email feel or reads like spam, then it is treated like Spam. You can scream and argue all you like. But it is the recipient who has to power to decide whether an email is spam or not. Not you. Not the government.
So yes, avoid any language or punctuation usage that might give even the slightest impression that your email is spam.
And just to scare you a little, here are some recent statistics from eMarketer:
20% of users use the Spam button in their email clients as an easy way to unsubscribe.
49% of users use the Spam button to unsubscribe from emails to which they subscribed, but are delivered too frequently.
48% of users use the Spam button to unsubscribe from emails to which they have subscribed, but which they no longer wish to receive.
In other words, the power lies in the hands of your recipients.
The answer? The answer is not to scream and whine about your emails NOT being Spam.
The answer is always to deliver value and to build an unshakable reputation with your readers.
In email marketing reputation is everything. It's the only thing.
Back to the Web Copywriting Tips Page...
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