6 EMAIL MARKETING RULES [EXAMPLES]

Email marketing is a major customer retention tool and, if used correctly, boosts sales of products and services. Companies see growth opportunities and implement email as part of their business strategy.

Would you like to deliver professional campaigns and build lasting customer relationships through email marketing? Start by familiarizing yourself with the legal requirements. Top 6 Email Marketing Rules (CAN-SPAM) you need to know before sending the first message:
  1. Do not use false or misleading information from the sender.
  2. Don't use misleading email subject lines.
  3. Define the message as an advertisement.
  4. Let the recipients know where you are.
  5. Tell recipients how to unsubscribe from your newsletter.
  6. Respect user requests to unsubscribe from the mailing list
Do not use false or misleading information from the sender
Send emails from trustworthy domains and email addresses that reflect your business name. Sendios clients are a great example.
Cybersecurity is becoming the number one priority, so unknown email names (e.g., "no-reply") signal recipients to be careful and not to open such messages.

Don't use misleading topics
Trello is a good example. The letter's subject line should correspond to its composition and make the recipients understand what awaits them inside.
Define a message as an advertisement
The law provides you with many options on how to do this. But by creating a subject line, you have to nudge users into thinking that your email is an advertisement. One good example is CoinKeeper. The subject line "Last sale in 2019: 8.99% for Unlimited Premium" clearly and openly tells the recipient that the letter advertises the company's services and offers a discount.
Let the recipients know where you are
Make sure your recipients know how to find you offline. For example, put your company address at the end of every email. Why? First, this is a CAN-SPAM requirement. Secondly, the talk will increase the level of customer confidence in the product. Below you'll see two examples from Scribd and, of course, Google LLC.
Tell recipients how to unsubscribe from your newsletter
The FTC (Federal Trade Commission) provides consumers with the right to opt-out of their mailings. In your emails, you must inform customers how to unsubscribe from receiving messages. Moreover, the unsubscription process should be as simple as the decision to subscribe.

Habitbox Web App sets a good example and informs recipients about the opportunity to unsubscribe at the end of the letter.
Respect user requests to unsubscribe from the mailing list
Once the recipients inform you that they do not want to receive letters from you, you must grant the opt-out request within 10 business days. You can not:

  • Charge them for unsubscribing;
  • Request any personal information except the email address;
  • Forcing the recipient to take any other step other than sending a response email or visiting one page on a website on the Internet that will help satisfy the request.
Also, you cannot sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer addresses to the company you have hired to help you comply with CAN-SPAM.

Email campaigns are a great way to build friendly and lasting relationships with your recipients. Following these six rules of email marketing will help you retain customers and offer the best service.