Spam versus Bulk Email
- Since sending out spam is against the law in most states, but sending out mass emails is perfectly acceptable, it's important to understand the difference between them. Spam is email sent to a large number of people without their permission; if you're labeled as a "spammer," you can get your website banned from search engines and kicked off of web servers. On the other hand, even though a bulk email is also sent to lots of people, the difference is that you have their permission to send email to them.
The question, then, is how to get people to give you their email addresses and permission to send your marketing correspondence to them. The only safe way is to contact people who have bought something from you in the past or requested more information from you. One way is to offer a bonus or valuable free information in exchange for their email address. You can do this via a mailer or on your website. In this way, you are getting them to "opt in" to future emails from you.
- An effective bulk email should be as short as possible. Since people don't like to read lengthy emails, your best bet of actually getting someone to read your information is to get right to the point.
Don't send attachments with your bulk email. Most people are reluctant to open an attachment for fear that it might contain a virus. If you decide to include links in your email, make sure they work. Broken links are frustrating for the recipient and unprofessional on the part of the sender.
Try to personalize your email by addressing the person you are sending it to by name. Make the subject line of your email enticing, so the recipient will open it instead of trashing it.
Don't send out bulk emails every day because people will not appreciate it; once or twice a month should be enough. And make sure to remove anyone from your bulk email list who has requested to no longer receive emails from you.
Since bulk email marketing is a very cost-effective way of promoting your business, you should make sure that you are doing everything possible to make those receiving your emails want to continue receiving them.