Etiquette: Newsletter Spam

Sometimes we are so excited to meet new clients, business prospects, or readers, that we fail to overlook the fact that sending news about our products, services, or sites via e-mail to someone who doesn’t want to read it is SPAM.

Why should you care? For one thing, even though your best friend might forgive you, you will irritate your potential reader or client or the superstar you were hoping to add to your personal network. More importantly, if the recipient of your e-mail happens to be in a bad mood when she receives your newsletter, she could hit the “spam” button and send you directly to a blacklist. This article will go over 3 best practices to help you stay popular and avoid sending newsletter spam.


How to Avoid Spamming Friends, Readers & Clients

 1. Ask Permission First.

Just because someone hands you her business card, does not mean she wants you to subscribe her to your newsletter. The same goes for anyone who just happens to send you an e-mail or is in your contact list.

Tip: Send a personal e-mail first so your new acquaintance doesn’t feel like you simply are mass-marketing to her. Then, ask for permission to sign her up for your newsletter or simply embed a subscription box at the end of your message.

2. Re-Confirm Old Subscribers.Avoid Sending Spam

Have you been collecting e-mail addresses for a while and have yet to send out your newsletter? Or has it been a few months since you sent out the last one? If so, it’s a good idea to re-confirm your subscribers by letting them know they can opt out and that if you do not receive an opt out, you will keep sending your newsletter until you hear otherwise.

Tip: Even if the recipient of your e-mail initially feels like she’s been spammed, if you give her control of the situation by making it easy to unsubscribe and only offer useful, targeted content in the e-mail, she may change her mind by the end of your message and stick with the subscription.

3. Offer Relevant, Useful Content.

Even if your subscribers have signed up to receive e-mail newsletters from you, if the content is not on point or targeted to their needs, the recipient still will feel like she was spammed. Don’t sneak in irrelevant ads, links, or content.

Tip: Give your subscriber what she signed up for or don’t give her anything at all.

How do you avoid sending newsletter spam and keep your new and old subscribers happy? Share your tips in the comments below.

Up Next In This Series:

  • Spam: What is it and am I doing it?
  • The In’s and Out’s of CAN-SPAM



Disclaimer:  This article is intended to be a general resource only and is not intended to be nor does it constitute legal advice.  Any recommendations are based on personal, not professional, opinion only.  For information on how to use this site, please read our Disclaimers and FAQ pages.