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For many small businesses, mass email campaigns are an extremely important and effective way of marketing a product or service. There is however, a right way and a wrong way of sending bulk emails.

In the modern day world of Internet Marketing, many businesses believe that if an individual’s name is on a list, then it is perfectly fine to send them anything. This is not correct. It is a myth that has been created by mailing list companies - who believe that their lists contain only people who want a certain category. These list creators are often economical with the truth, and this can create potential trouble for your business.

If you send mass email out to people who you don’t know, or people that have not requested information from you, generally speaking you are sending out SPAM. The term ‘SPAM’ used to have a specific meaning, but nowadays people will see anything from an unknown person or company as SPAM.

Here are some Do’s and Don’ts to follow, in order to avoid your mail falling into the SPAM category:

Don’ts 

• Don’t send an email out that does not have an ‘opt-out’ option, or a way for people to un subscribe from your emails.
• Don’t send out email that does not have an email address on it that the customer can respond to, or you may end up in trouble.
• Don’t send out unsolicited email to people, unless they have ‘opted-in’ to receive your information.
• Don’t use your regular Internet Service Provider to send mass email.

Do’s 

• Do send email that has a note with an ‘opt-out’ option at the bottom of it. This insures that people will not receive future email from you if they do not want it.
• Do make sure your email contains an address that people can contact you through. This is a no brainer if you don’t have anything to hide.
• Do send out proper content, rather than just a load of advertisements aimed at getting people to join your emailing list.
• Do use a bulk email hosting company, and not your usual ISP to send out your email with. Your regular ISP may see it as SPAM. The bulk email hosting companies were created specifically for this purpose.
• Do make sure you have a method of capturing emails from your purchasing customers. This needs to be in place before you start mass emailing, as the responses may come in thick and fast.

Make sure you follow these Do’s and Don’ts when you send mass email. This will keep your email list legitimate and worry-free. It will allow you to get your message across to interested people who may be willing to purchase your products or services. They will have chosen to opt-in, and you will have new and loyal customers.

It’s understandable that the instinct to send mass email to everyone out there is natural, especially if you’re a business or big organisation. And so extra care needs to be taken and considered when you send mass email.