Email marketing, when used well, is a powerful tool for connecting businesses with consumers. As we kick off our email program, we are personally inviting our clients and our friends in the business community to sign up to receive our monthly email messages highlighting the Belgrave Briefs blog. In hopes of encouraging you to opt-in, we are careful to avoid sending spam – unwanted, irrelevant email messages sent to mass quantities of recipients.

Not all businesses are conscientious about spam prevention, and many are not aware of the rules laid out by the the CAN-SPAM Act. If a company violates CAN-SPAM, it risks being penalized, even blacklisted. A blacklist is a group of IP addresses or domains that are suspected of sending spam. Email servers use blacklists to help decide if they should accept or reject an email message.

When used correctly, blacklists help minimize inbox clutter and protect users from nefarious email schemes. However, if a business commits a violation that puts it on a blacklist, the removal process is complicated and can take weeks or months. In the meantime, their ability to communicate online can be severely hampered.

So, what are the do’s and don’ts of email marketing? It may surprise you that the answers are ever-evolving. Companies with email marketing platforms such as Constant Contact and MailChimp must navigate this world daily. Consequently, they are a good source for general information. This article from MailChimp explains some of the basics of email marketing blacklisting.

Even if you’re armed with credible information, the counsel of a company that specializes in digital communications can be a tremendous asset. At Belgrave Associates, we can help – not only with compliance, but also with developing the right message, target audience and strategy that will maximize return on your email marketing investment.

We hope our Belgrave Briefs will be a quick, valuable tool to help you improve marketing ROI. If you have a topic you would like us to address, we would appreciate your feedback. And if you’re ready for a strategic conversation about your marketing, we are always excited to help you reach your most profitable customers in bold and imaginative ways.