Monday, August 1, 2016

Following Best-in-Class Email Practices Leads to Happier Customers and More Sales

Email is one of many methods Dealers can use to contact customers and leads with product, program and company information and promotions. It provides Dealers an easy, convenient, inexpensive and casual way to create, nurture and maintain working relationships. AMSOIL Dealers who contact customers and leads via email on a regular basis should be aware that following guidelines set forth by the Federal Trade Commission (FTC) is not only necessary to help maximize return, increase sales and minimize unsubscribe requests, but required by law. Here are a few tips for contacting customers and leads by email:

  • Best-in-class practices recommend sending no more than one email every week or two unless you are offering promotions, special offers or valuable knowledge that cannot be obtained elsewhere. While this is not a law, it’s valuable to follow.
  • Be sure recipients can easily opt-out (unsubscribe) from receiving your messages. An opt-out option must be included in every marketing message you send. Make sure you use an email provider that includes an opt-out link or button. If your email provider doesn’t provide an opt-out option, be sure to respond to requests promptly.
  • Use accurate information in the “To” and “From” fields.
  • Don’t use misleading or deceptive subject lines. Subject lines should reflect the content of the messages you send.
  • You must identify any marketing emails as such. If you’re sending an advertisement, the recipients have a right to know.
  • Include your physical address.
  • You must have permission to send promotional messages to recipients before they can be contacted. Consent can be oral or written.
Irritating your customers and leads can land your messages in recipients’ spam folders. If you’re deemed a spammer, recipients’ email providers will block you and you could get blacklisted. Worse, violating the rules set by the FTC could rack up hefty fines or lawsuits. Instead, ensure the emails you send are clear, friendly and effective, leading to higher open and response rates and increased trust, sales and referrals.

To read more about the laws the FTC has set forth for email marketers, click here.