A tricky yet effective way to promote your business
- by Susith Nonis
- in Web Hosting
So you want to promote your business via email? It is a more difficult task than expected and in most cases, absolutely impossible to do manually. Sending thousands or tens of thousands of messages to even just a couple of email addresses would be draining due to the amount of time and effort required. Moreover, the cost of running such a campaign would not be sustainable for any business. Using a bulk email service is cheaper, faster, and much more convenient.
What is bulkmail?
A bulk email service is a company that allows its customers to send mass email messages to multiple lists of recipients at a specified time. With this service, you can send a single message to thousands of people on a mailing list or a personalized email to each address on a list.
A good bulk email service can send emails to a list of any size. Most of these providers price their offerings based on the number and frequency of the emails one wants to send.
Why use a bulkmail service?
A bulk email service helps marketers and online entrepreneurs avoid:
- Getting labeled as spam or junk by the subscriber’s email client.
- Refusal of service by an Internet Service Provider or hosting company.
- Getting flagged by the Federal Trade Commission for breaking the CAN-SPAM Act and possibly paying a fine.
What is spam?
Spam is any kind of unwanted, unsolicited digital communication, often an email, that gets sent out in bulk. Spam is a huge waste of time and resources. It is also a punishable offence by the US government under the CAN-SPAM (i.e. Controlling the Assault of Non-Solicited Pornography and Marketing) act and can lead to fines of up to $16,000 for each spam email if you are under said jurisdiction.
How to send bulkmail without going to spam?
The easiest and most convenient solution to avoid ending up in the spam folder is to use a professional email service. It will take care of all technical issues while the user concentrates on promotion and increasing brand awareness. However, for those who are handling their email marketing themselves, here are some tips to avoid ending up as spam and getting blacklisted.
Verify the mailing list
Email verification allows marketers to check their list before sending a campaign
Avoid including suspicious links or attachments
Links play a crucial role in determining the sender's reputation. So, if a link leads to a questionable site, it will most likely be blocked. The same case applies to documents and other attachments.
If an email attachment has a shady title, download links to free hosting service or password-protected archives, etc., the email will be marked as spam. To avoid these issues, don’t place any links in the subject line, don’t include shortened links, and only use a reputable file hosting service.
Send a plain-text email version as well
Though plain text email may be useful to only a small fraction of recipients, have it in the email to avoid being flagged by spam filters.
Add a visible unsubscribe link
Not only is it a requirement under the CAN-SPAM Act, but it also allows recipients to unsubscribe from a brand’s emails instead of marking them as spam.
Use a recognizable sender name and address
A familiar name and email address tell the recipient that you have interacted before, and there is no need to get suspicious, however, do not overdo it with email frequency.
Regardless of whether they are exciting or not, sending promotional or marketing emails every day can be irritating for the subscriber receiving them. Stick to once a week or at least once a month.
Be mindful of the emails' design
Fonts, text style, colors, and images can tell a lot about someone. When creating a bulk email, be careful not to get these aspects wrong. Avoid things like uppercase writing, exclamation marks, too much media (images or videos), spelling mistakes, little text, or wince-worthy language.
Check your blacklist status and reputation regularly
There are tools out there that you can use to know whether you are on any email blacklists. Do so to ensure keeping a good reputation.
Make use of double opt-in
Send subscription confirmation emails to new subscribers to verify that they have signed up for the brand’s emails. This process lowers unsubscribes, ensures that the addresses on the mailing list are correct, and eliminates spam complaints.
Perform regular cleanup of your mailing list
If some subscribers no longer open or click or open emails sent to them and your reactivation campaign has failed to work, it is time to remove them from the mailing list. For this reason, a regular mailing list clean-up is necessary. Delete these addresses to protect brand and server reputation.
Make use of SPF and DKIM signatures
SPF, an email validation system, allows users to dictate which devices are permitted to send emails with the domain name as registered in DNS. The receiver can verify this information to ascertain the authenticity of an email.
Having a DKIM signature is also helpful as it proves that a particular email was sent from an address of a specific domain. With this signature, a brand’s emails are more likely to end up in the recipient’s inbox.