Email lists for your business may, at first glance, seem very difficult to manage. While it is true that there is much knowledge necessary in order to set them up properly, it becomes very simple once you have mentally connected the dots. Because of things like email filters and federal laws, the effects of lacking this knowledge can be potentially detrimental to your company. As such, it is important to keep all of the following in mind.


One of the first mistakes marketing firms make in their emails is trying to attract attention using clickbait techniques like excessive capitalization, dramatization, or monetization. Anything that makes your article sound like a spam email— something that, in this day and age, people have developed a strong sense for— will only deter people from giving your company a chance. By using terms intended to attract reactionary attention, you are actually doing yourself harm by destroying your ethos as a business.


It is important, when constructing your email, to make sure that it is compliant with the CAN-SPAM Act. Following the rules presented by this act involves keeping just a few fundamental business email rules in mind; things that one would expect to be required to do in the construction of mailing lists.


Firstly, the company’s email is expected to have a street address within the email. This is to ensure that your target demographic knows where their mail is coming from and, in the benefit of the marketer, gives them an apparent avenue to reach the marketer. This rule is rather obvious, as it is a victory for both parties.


One’s marketing email must also include a link to unsubscribe— and it cannot be invisible, despite what you may see some companies getting away with. This function is crucial to the email constructing process, because if there is no unsubscribe link available to your customer, there is an extremely high chance for you to lose them. People who are not interested in your company at the time of receiving an email may not necessarily be forever uninterested. It is important to keep in mind that, even when a customer rejects your product, they may still find it appealing at a later time.


When this fact is recognized, it becomes easier to understand why you would want to have an unsubscribe link that is obvious and simple; one-click unsubscribe buttons are definitely the best way to go here. In fact, making sure this process is simple creates a good opportunity for you to create a good impression on someone who was originally not interested in your product. That is something the customer will remember; it is likely that if they come to a position where they find themselves desiring whatever it is your company provides, they will remember your interaction and consider doing business with you.


All this considerably contributes to a business’s overall ethos in the eyes of the customer, which is a factor that is far too often overlooked. Something marketers often forget about their customers is that they, just like anyone else in the world, likes to be reassured that they aren’t being scammed before they buy into a product or service. If there is not this feeling of comfort established, it may be far more difficult to keep customers interested in your services. This is why a business must not only meet federal regulations for mailing lists, but exercise generally morally sound behaviors on a consistent basis. This will allow customers to be more comfortable in doing business with you.