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Ensure
your e-mail contains a Disclaimer. It is mandatory for
web sites and e-mail newsletters to carry a disclaimer.
Also remember to craft your own disclaimer with help
of legal heads; do not use a disclaimer, which is copied
from some other site or newsletter, as your product,
service and policies will be different from theirs. |
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Build
in a double opt-in system, where when any new subscriber
signs up you send them a auto responder mail with a
link that they should click on to confirm their subscription.
This will prohibit subscriptions on somebody else’s
name and will filter non-serious subscribers. |
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If
you are using a subscriber database that has been gathered
through a website, ensure their subscription form included
a field, where they have explicitly expressed their
consent for subscribing to your newsletter. |
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The same holds true for database that is gathered through
offline channels. Check apart from providing their e-mail
addresses, if users have agreed to receive mails from
you. |
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If your consumer has made a purchase from you, mail
can be sent to them but only after filtering. Send a
mail only to those consumers who have made a purchase
from you or visited your store once in last 90 days. |
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If you have procured the database from a third party
source, find out how they have gathered the data. Have
they taken permission from users to send mailers from
third party or co-branded entities? Run through their
consumer service and privacy policy agreements to determine
if you can mail that database. |
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While
crafting ‘From’ and ‘Subject’
fields of your mailer, take care they are not misleading
in pursuit of making them attractive. Misleading or
ambiguous ‘From’ and ‘Subject’
lines can not only land you in the Spam trap, but will
also make the users lose faith in your brand or service. |
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Avoid sending more then five mails to a single recipient
in a span of 30 days. You must remind your users as
they might have missed your mail first time, but not
at the cost of annoying them. Maintain short gaps in
sending out your mailer to same set of database. |
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Include a ‘Unsubscribe’ link in your mailer.
Give your users complete freedom to decide if they want
to continue receiving mails from you. Maintain a separate
list of users who have chosen to opt out and promptly
remove them from your master database. |
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Clearly
mention either your name or that of your organization
along with some contact details at the end of your newsletter
making it legitimates, as receivers of your mail will
be able to get in touch with you if required. |
