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As a small business owner, you may already be utilizing email marketing, or considering it. If you're sending emails to your clients or customers at all, you're using email marketing. Unfortunately, many small business owners aren't aware of the rules of engagement and that can be an expensive mistake.
Business email is governed by the FTC's CAN-SPAM Act. It lists 7 specific requirements that all business email must adhere to.
FTC's CAN-SPAM Act Requirements
- Don't use false or misleading header information.
- Don't use deceptive subject lines.
- Identify the message as an ad.
- Tell recipients where you're located.
- Tell recipients how to opt out of receiving future emails from you.
- Honor opt-out requests promptly.
- Monitor what others are doing on your behalf.
Every month, we receive a handful of emails from small businesses that don't include an unsubscribe button or their location. That's #4 & #5 in the list above, obviously a violation of the CAN-SPAM Act. No biggie, right? Wrong. There are hefty penalties for violations unless $16,000 PER EMAIL is no biggie. Yikes!
No one wants to get popped for a fine that size, especially when it's so easy to send email the right way. The best way to send email to your customers or clients is through an email management system that ensures you're adhering to the law. Plus, there are a ton of benefits that you can take advantage of if you're using an email platform.
Benefits of Using an Email Marketing Platform
It's Legal - It bears mentioning again, if your business is sending emails to a list of people, you need an email system to ensure you're emails are legal.
Reports - Track your emails to learn if they're actually being delivered, who is opening your emails, who is clicking on links in the email, and more! The statistics can help businesses fine-tune their email marketing strategies for the best ROI.
Messaging - Your emails are much more effective if you're sending the right messages to the right people. With an email marketing system, you can segment your list by purchases, location, or a number of details that are relevant to your unique business.
Email Address Reputation - Having your business email address on a blacklist for spam violations is the kiss of death. It's important to keep your email address in good standing and an email marketing service is where it starts.
ROI - The return on investment for email marketing is amazing. On average, email marketing results in $44 for every $1 spent. (Campaign Monitor)
Choosing an Email Marketing Service
There are a few good email marketing platforms but the one we love most and recommend is ActiveCampaign.
With ActiveCampaign, many of the features that other services charge more for are included in the base account level. Automations, for example, are available for all accounts. Not sure you'd use automations? Think again! They're a staple for good email marketing.
If you have a sales team, even if YOU are your entire sales team, check out ActiveCampaign's CRM. With an upgraded account, you can use ActiveCampaign to keep track of your sales efforts to fill your pipeline.
If you haven't added email to your marketing strategy yet, there is no time like the present. We can help! Contact us today to schedule a free consultation to discuss your unique needs.