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Easily misconstrued

Consistently, everyday users of the Web receive tons of emails telling them to buy certain products or visit particular websites; and while these emails arrive in the inboxes of unsuspecting Web users each and every day, most of them devote very little attention to such emails. The reason for such inattention is that emails which can be construed as, or simply are, blatant advertisements have often been viewed as spam and will continue to be viewed as spam until email marketers and the businesses that send them clean up their act.

Let’s face it, most users of the Web have very little tolerance for spam; and for good reason, given that spam has been outlawed (See CAN-SPAM Act), and spammers have therefore developed the most sinister of reputations when compared to any other Web-based entities, except scammers (those who actually set out to engage in outright theft). Reactions to spam tend to range from simply ignoring the emails and having spammy email addresses blocked to reporting those emails to their Internet service providers for further investigation.

We realize that many Web marketers have difficulty keeping their email marketing subtle, and therefore run the risk of being mistaken for spam; so in this article we will provide what we hope will be some useful information on how email marketing can be kept subtle so as to avoid it being viewed as spam. But more importantly, we want to provide enough thought-provoking points, aspects and norms associated with email marketing to help you formulate some of your own ideas that will ultimately keep you clear of suspicion in your own email marketing efforts.

High quality content

One of the most important criteria for ensuring that your email marketing is subtle and therefore not be viewed as spam, is to provide content which can be viewed as valuable or of high quality to subscribers and recipients of your emails. This may include insightful articles, interesting quizzes or other useful facts which members of your target audience are likely to find useful. When email recipients realize an email they received is offering them something worthwhile, such as knowledge or information about a particular niche subject, they are much more likely to spend some time reviewing the email since they will not likely consider it spam.

In addition to using the creation of this copy to convince recipients that the email is not spam, the marketers and business owners can also take advantage of the copy by providing subtle advertising which may include product references in the articles or links to your website throughout the email.

Keep ad & link density low

While providing such links and product references it is important to avoid packing each paragraph with such instances of product references and links, which obviously defeats the purpose. Think in terms of keyword density and the avoidance of packing a website article with keywords to attract search engines, but end up having the reverse effect. Same applies to link density and readers.

Avoiding language which makes outrageous claims can also help to keep advertising quite subtle, as using superlatives and describing the greatness of specific products will likely be viewed as blatant advertising. When this happens, it is unlikely that website owners, readers and subscribers will believe there is validity in anything contained within the emails because they will deem the entire email to be simply one big advertisement for your products or services.

Using the third-party technique

Another way to keep advertising subtle when running an email marketing campaign is to only send your email to those who are likely to be extremely interested in your products and services. This is important because when email recipients receive an email which does not reflect their interests at all, they are not likely to take the email serious and may view the email as a blatant and unwanted advertisement.

However, when the email is only sent to those who share a common interest, the message seems more personalized, in which case the email recipients are not likely to view every product reference as a blatant advertisement and understand there is sometimes a need to mention products or services.

Keep in mind that email marketing remains subtle when the content of a message is written as though it is not coming directly from the business owner. In other words, the copy may speak about products and services as though they are being offered by a third party. This technique makes the advertising seem more subtle because it does not appear to be coming directly from the Web marketer or business owner.

This approach is one of the most effective in the sense that the sender does not give his/her recipients the impression that s/he is selling them something; and you know how people hate to be sold… anything. So it may be a good idea to learn the third-person technique, practice it, and use it in your email marketing campaigns.

In conclusion…

Finally I will leave you with the idea that you, the business owner, can help to ensure your email marketing effortsensure your email marketing efforts are not viewed as blatant advertisements (or spam) by keeping references to your own website to an absolute minimum. Most Web users often view links from one website to another strictly as an advertisement, and it is for this reason that most business owners who are marketing via an email campaign may find it worthwhile to keep links to a minimum and carefully weave these links into the most quite benign copy.

The links should be provided as though they were only included to provide readers and subscribers with an opportunity to learn more about the products and not being included as a way to encourage them to purchase any products. It might also be worthwhile to consider hiring a writer with this type of experience and expertise to ensure that your copy conveys the desired message and has the desired effect on your email subscribers and other such recipients.

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A promotional method

Email marketing can be a very effective promotional method to reach target audiences around the world, despite the fact that in many cases, the marketing efforts of a business owner or promoter may not reach full potential unless s/he invests the necessary time, energy and money into evaluating the email marketing strategy which s/he has put into action.

It is during such an evaluation that a business owner can determine whether or not email marketing is a method that can enable him/her to reach stated marketing objectives. The same evaluation can be used to determine if email marketing as a strategy is having an adverse affect the business productivity.

Useful information

That having been said, there are a few ideas pertaining to the importance of evaluating email marketing that we’d like to discuss in this article, and will also offer what we consider useful information on how to initiate and complete the email marketing evaluation process. To say such a process, done on a regular basis, is important would be an obvious understatement since frequent evaluation of any email marketing strategy is not only important, it is crucial to the success of the business or individual that puts it into effect.

So it follows that one’s failure to evaluate his/her email marketing strategies can have adverse effects on finances and overall business objectives, including failure to produce results and loss of customers to his/her competitors.

Avoid shortcuts

Consider for a moment that an existing email marketing campaign is not effective because it does not reach members of the particular target audience. An evaluation will certainly reveal the reasons for this failure, one of which may very well be that the distribution list to which this campaign is being sent consists of recipients who have little or no interest in the being offered via the emails.

Business owners who take shortcuts by purchasing large email lists, often find their shortcut did not pay off because the recipients of their marketing emails are simply not interested in any product(s) or service(s) they offer. In this scenario the email marketing is likely to generate very few sales or website visits. However, reevaluating the email distribution list to include recipients who are interested in the products or services being offered will likely result in significantly more sales and website visits.

Remove ALL semblances of spam!

Now consider a situation in which your email marketing is being construed as spam by recipients. If you have taken precautions to ensure your emails are reaching members of your target audience, but your emails seem like over the top sales pitches, the members of your email distribution list may view your emails as spam and not take your advertisements seriously. When this happens members of your email distribution list may be more likely to seek out a competitor when they are in need of products or services rather than making a purchase from you.

In fact, one of the subtle ways you could use to remind yourself that any likeness to spam must be avoided at all costs, is getting in the habit of refer to your list as an “opt-in subscriber” list and not a distribution list. Think of this excercise in these terms:

You can buy distribution lists. But you must create, build, and nurture subscriber listscreate, build, and nurture subscriber lists by offering interesting (compelling?), useful (valuable?) and free content on your website to attract and encourage visitors who become repeat readers and, ultimately valued subscribers. get the difference?

Evaluating your email marketing efforts may be formal or informal in nature. If you have specific business goals in mind you might want to consider the path to meet this goal as an indication of whether or not the email marketing is working. If you’re interested in reading more about email marketing take a look at this recently published post – Alternatively, you can evaluate your email marketing efforts by soliciting customer feedback.

Ask for customer feedback

Asking customers for their opinions about your email marketing campaign and whether or not they were compelled to make a purchase because of the content, the advertising or some other element is a simple and straightforward way of getting direct and unvarnished answers from your target audience.

Based on this information you should have a good indication of whether or not the email marketing strategy is effective. If it is not effective you should consider making changes to create more interest in your products or services. The changes you make should reflect any feedback you receive, and ensure you are not making changes that will cause even less interest from the members of your subscriber list.

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