Do your customers mistake you for a predator?

How Mishandled Newsletters Can Mean Big Mistakes in the Spam Age.

Newsletters are a fantastic way to stay in touch with your customer base and cultivate repeat sales. In last week’s article we discussed how to provide fresh and informative content for you newsletter. Handle a newsletter distribution correctly, and you’ll position yourself as a valued source of information, an expert in your field, and will likely reap the coveted “word-of-mouth” lead generation of that quick and easy “forward” button.

But things aren’t what they used to be, and even if your newsletter is brilliantly informative and entertaining, there are certain rules you need to follow for everyone’s safety and be sure all your hard work gets read.

I’m talking about newsletter etiquette. Do you know the rules?

1. Generate your own list.

Never send to people who haven’t asked you to. You, personally. Not someone they don’t remember signing up with once upon a time who has since been mercilessly selling their info to anyone with a Paypal account.

The integrity of a list is suspect simply because it is for sale – no matter what the list broker tells you. Chances are the folks of your ultra-important list have recently been choked with a sudden influx of unexpected, undesired email. Add your carefully crafted newsletter to the flow, and you’re fighting a battle in someone else’s war.

This is not the time for cold lead generation. Save your newsletter for the inboxes of those who want it there.

2. Sign-up and Unsubscribe – Make it easy to do BOTH!

Too many newsletters give you 20 options to sign up, and when it comes to unsubscribing…they give you a labyrinth of clicks and scrolls and last minute “did-ya-change your mind??” pop-ups. To be blunt, this is juvenile.

Let’s assume your newsletter base is comprised of adults; treat them like it. Don’t panic at every unsubscribe. Try a simple check-box form giving them the opportunity to tell you why they’re unsubscribing, with a final, optional, place to give a few words on what they would have liked the newsletter to provide.

Unsubscribe should be a simple click – and make sure the link works! It’s an old trick. And yes, maybe your “server error” message is actually just that. But it won’t seem like it. Make a prospect feel tricked, or trapped, and you’re not converting a customer anytime soon.

3. Double Opt-In – It’s not just polite, it’s the list you want…

Never sign up a customer without their explicit consent. Just because they volunteered their email during a purchase, or to participate in your site’s forum, doesn’t mean they want your newsletter in their inbox. Now you’ve given someone, who didn’t realize a newsletter came with that “free registration”, the task of figuring out how to unsubscribe. Now you’ve created an annoyed prospect. And they should be. It’s not their job to do the work here, it’s yours. Make sure you offer a double opt-in.

When a customer gives their email, post a check-box to receive your newsletter. That’s a single opt-in. And if you want to be classy, it’s not enough. After sign-up send a simple “click to confirm” email. Now you have “Double Opt-In” and a list of highly enthusiastic and targeted members.  This is the list you want.

When these folks respond to “what would you like to see in future newsletters?”, you can bet the info will be relevant and highly in-tune with your typical buyer. Also, the double opt-in list will have a higher percentage of pro-active personalities. For you, this means that a good newsletter, or sale offer within, will have a higher chance of being forwarded to your prospects’ personal email lists. Take a qualified lead and multiply by ten… Nothing beats a personal recommendation from someone you know.

4. Link to your privacy policy

This is vital to reassuring your prospects' safety. When they trust you with their email, they will assume you won’t abuse this. Don’t make them assume. Your policy need only describe how you handle their personal information, and provide a clear way they can contact you with any questions or concerns. Most importantly, make it clear you won’t sell or rent their information to third parties – add a dash of indignation here.

The truth is, most people won’t bother to read your privacy policy, the simple fact that it is in plain and prominent view will be enough to reassure. If you want to be conspicuous, don’t include this. If you want trust, make your link big and bold.

5. The Welcome Message

This is more than a friendly hello. Be sure to tell your subscriber exactly what to expect from you. Give an overview on content, and the frequency with which they’ll receive it. Link them to your archives. When done correctly, this will generate excitement and anticipation for their first issue. Much better than being mistaken for spam, isn’t it?

6. Remind them they’ve subscribed

Yes, they opted in. Maybe they double opted it. Maybe they’ve been getting your newsletter once a month for a year. Doesn’t matter. People are busy, and distracted, and nothing is as briskly sundered into “good” or “bad” than an inbox on a busy day.

Begin each issue with a simple header making it clear this is something they’ve asked for: “Thank you for subscribing! Here’s your March Issue of Fabulous Newsletter!”

It’s easy and it costs you nothing. That delete button is an impatient finger-twitch away. Use your full arsenal to make sure you’re read.

7. Keep Accurate Sign-Up Records

This one is for your own safety. Despite all your precautions, every once in a while you or your Internet Service Provider will get a spam complaint from someone who doesn’t remember signing up. This is easily remedied, just make sure your subscription records include the date and web address where they signed up.

8. A Newsletter in Spam’s Clothing? – Pay Attention to Your Subject Line

Your subject line is important. Make sure is clearly reflects your company and your newsletter. In other words, if you must have hype, save it for the inside. A subject line with FREE, and SAVE, and LIMITED TIME! is begging to be mistaken for spam. No matter how much excitement you’d like to convey, keep your subject line clear and simple: “Your March Newsletter from YOUR COMPANY HERE”.

9. Update Older Lists

When working with an older list, say older than a year or so, be sure to send an email with an opt-out link. Keep your list fresh, relevant and up-to-date. You might want to time this with a newsletter overhaul. If you change the look or direction of your newsletter you might want to couple an announcement email with an opt-out choice. This not only heralds your new offering and reminds your subscribers that you’re here, it also makes it less likely that those who’d maybe stopped reading the old version will immediately opt-out!

10. Include Real-World Contact Info

Too many con-artists troll the web, do their damage, and disappear forever into cyberspace. Including your physical address and phone number is a standard in credible e-business dealings. Make sure to have it somewhere on every newsletter you send.

You work hard to create a newsletter of value to both you and your readers. Follow these simple rules and you’ll greatly increase your chances of simple being read. What’s more you’ll enhance your credibility and fuel positive word of mouth. People talk, and the internet makes it easier than ever for news to spread. You can try to save a few pennies or a few subscribers, but in the end you’ll lose more than you gain.

If you’re playing for the long haul, then play by the rules. Quality content. Honest lists. Listen to your customers. Respond.

Julie Ann Marra is a professional marketing writer, author, and consultant. She is President of Integrity Writing Services, in Philadelphia, PA. www.integritywriting.net