Spam complaints can damage your company’s reputation and wallet, and the time spent dealing with the consequences (blacklisting) can reduce productivity. We’ve talked about what to do if you receive any, but lets take a look at what you can do to prevent them from ever being made.
The very first thing you should do is make sure all your mailing lists are double opt-in. That is, make everyone who signs up confirm their email address by clicking a link-if they don’t, they don’t get your mailings. This is insurance for you, and it protects people from being signed up for things by others as a prank or cyberbullying.
Once you’ve got that set up, make sure your mailings have an easy to spot unsubscribe button. If someone decides they don’t want your mailings anymore, it should be quick and simple for them to stop getting them.
The email address you use to send your mailings is also important. Make sure it’s active and monitored. Why? Because some people are simply lazy. If they decide they don’t want your mailings, instead of looking for and clicking unsubscribe, they simply hit reply and send a “remove me!” demand. If that demand is ignored or bounced back, again, because they are lazy they’ll refuse to click the unsubscribe link and report your message as spam instead. It happens a lot-and if you get more than a couple of your messages reported, you may be blacklisted. Unfair? Absolutely, but it’s a unfortunately fact of email marketing.
Finally, periodically send a query to addresses that haven’t opened your emails in awhile asking if they still want to receive your emails. If they ignore it, remove them from your mailing lists.
Being proactive and responsive can save you a lot of headaches in the long run. Be attentive and compliant and your email campaigns have a much better chance of running smoothly and successfully.