STEP 5A. – SEND EFFECTIVELY

A few aspects must be considered when sending e-mails; most importantly, legal and technical. Both of them should be relatively easy to negotiate and they shouldn’t be a problem these days. Finally, it is important to know how often and when to send e-mails.

Sending e-mail legally

Today, multiple correspondence sending should be in accordance with 3 acts. Act No. 147/2001 Coll. on Commercial, Act No. 22/2004 Coll. on E-commerce and Act No. 351/2011 Coll. on Electronic Communication, as amended (which replaced Act No. 610/2003 Coll.). Basically, you need to follow the 3 ground rules:

  1. To have recipient’s approval

  • There are a few methods for getting their approval. The best is a registration through a web page, this way you can always show when the contact registered and their IP address can often be detected.

  • Another common method is a contact gained through a regular business act; for example, a meeting. Someone calls you and you ask for their e-mail or someone sends you an e-mail directly and so on. At the same time, any closed deal is also an approval (shopping at e-shop).

  • Finally, you can have registrations from the store, inquiries and contests, so mostly from a card with the information about using personal data confirmed by signature.

We suggest that contacts derived from the internet, a purchased database, contacts exported from some various commercial databases of companies and the like, in most cases, don’t include such an approval. Using them is a law violation.

It is possible to send a request to get an approval to send e-mails to this kind of a database. This can be done by sending an e-mail with the necessary requirements. The recipient must approve that he wishes to keep receiving more information. However, it is difficult to receive such an approval. In principle, this by guess and by golly approach, goes against rules and good manners of professional e-mail marketing that we discuss in this blog.

  1. Offering an easy way to opt out 

  • Including an “unsubscribe” button is required by law. Including sentences such as “to unsubscribe type ´DO NOT SEND´ in the subject or body of the e-mail”, etc. are not only ridiculous, but also mock the recipient, because they are complicated and more actions need to be taken. Also, you are breaking the law by using these sentences.

  • We recommend using the unsubscribe button and, do not worry, you will not lose all of your contacts. No one has a reason to unsubscribe from your database as long as your e-mails serve and help them and the reason they registered with you is still valid. If the reason is gone, then it is difficult to keep a contact who has lost his/her trust in you as well as his/her willingness to purchase something from you.

  • In this case, you don’t need to worry that the contact has logged out. If the logging out was quick with no problems, it is possible that a different contact will be interested and this lost contact may come back to you later on.

  1. Include commercial character in your text

  • The third rule of is including information about the commercial character of an e-mail. The sentence, “this e-mail is of a commercial character”, shouldn’t be missing in the signature of your e-mails.

Don’t waste space there, where others pay by gold for it. The abbreviation of Unsolicited Commercial E-mail (UCE) is sometimes put into the subject of a message. The subject is a key space that needs to be used well. The subject will show whether you catch someone’s attention or not. The UCE shortcut will not make much of an impression and it is not sufficient to be placed in the subject according to law.

Technical aspects of sending

Sending a bulk e-mail is not the same as sending an e-mail to your co-worker. It is important to keep in mind that not every computer or internet connection is set up properly to send out bulk e-mails. They fail to satisfy the legal and technical requirements for sending. Even corporate e-mail accounts don’t allow the sending thousands of e-mails without a proper settings and consequential risk.

There are services from providers available which will allow you to send from hundreds to millions of e-mails. These services ensuring that the bulk-email you are sending is professional, in accordance with the law and that it will be delivered properly.

If you use, for example, Outlook in your computer to send bulk e-mails, or you send through a corporate server, be aware of these risks:

  1. You are lowering the chance of delivering your message

  2. Your message will be most likely be caught by an antispam filter

  3. Sending will be slow

  4. An internet provider can ask you to not send bulk e-mails through their mail servers

  5. You might put the corporation mail at risk of being put on the so called black list.

Whereas using professional services to send bulk e-mails will offer:

  1. High speed sending of campaigns

  2. Automatic cancellation of subscription and analysis of returned messages

  3. Statistics and evaluation of all campaigns

  4. Automatic sending

  5. Management of your campaign from anywhere with internet connection

  6. Connection to your e-shop or information system

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