Imagine this scenario. You are an innocent email marketer who only sends out helpful email communications to individuals who opted in to your email list.
One day, you send out an email and 60% of your recipients hit the “spam complaint” button.
Once the hero, you are now turned into a villian.
But the story does not have to end here. Today, I will present three ways that will help you come back from zero to hero.
When problems arise, go to the experts. Your email service provider should have at least one email delivery specialist on staff. Part of this individual’s responsibility is to ensure that clients’ email messages are deliverable to the intended recipients.
Your delivery specialist will work with you to identify why your email message was hit with an abnormal number of spam complaints. Were you sending out too many messages within a short span of time? Was your message misunderstood by your readers? Were you sending out a message rife with spammy language?
Or perhaps you were a victim of circumstance – you were emailing at the wrong place and at the wrong time.
Moreover, your delivery specialist should provide a list of precautions that you can take to recover from your current situation.
It will be unlikely that the solutions offered will lead to overnight results. Most likely, the recovery will take time and effort. So be patient with the process.
But you need to take the first step. When the problem materializes, be sure to pick up the phone or dial up an email to your email service provider.
After the initial shock of the spam complaints has faded, take some time to finetune your email message. You should not rush out and replicate your mistakes.
Rather, take a deep review of your email message. Revisit your email template format, review the language you used, run some deliverability tests.
Look at the email message from a different perspectives – from your target customer, from a person who is not familiar with your brand or company.
Review your content and reassess any consistent themes that may be prevalent.
Take a closer look at your email processes and procedures. Are they optimized to provide a consistently great customer and reader experience?
Make the necessary changes and broadcast your next newsletter.
Although every situation is going to be different, I would not recommend sending out an additional email newsletter until a thorough review and revision processes has taken place.
One effective way to recover from a spammy reputation is to engage more regularly.
Subscribers are much less apt to hit the spam button when email communications occur on a regular, and expected, basis.
So if you email your customers on a sporadic, irregular basis…. It may be time to begin a more regimented email program that is executed on a regular schedule.
The other essential part of this equation is that your should engage your readers with content that they find useful.
In short, if you provide useful information to your readers on a schedule where it is expected, then you will be less likely to receive spam complaints.
In conclusion, a spammy reputation is not the end. Nobody is perfect, and nobody bats 100. If you send out enough email campaigns, you will accumulate a number of spam complaints. The big differentiator from a mediocre email marketer and an excellent marketer is how you use the challenge. Will you merely repeat your mistakes and oversights over and over again? Or will you learn and improve on your email messages?
Just as long as your view the spam occurrence as a opportunity to improve, you will be able to turn spam into a high-quality porterhouse!