- Melissa Ambrose
- Updated January 25th, 2025
Email marketing has become a widespread marketing strategy for businesses to communicate and promote their products or services. However, it has become more than just crafting an email and sending it to a massive email list. In reality, success in email marketing is achieved through compliance with relevant laws and regulations that govern email marketing.
To maintain compliance with the ever-evolving email marketing laws and regulations, businesses need to optimize their email campaign strategies. For instance, organizations must familiarize themselves with the CAN-SPAM Act and GDPR and comply with their provisions to avoid being marked as spam and potential legal repercussions. Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $53,088. One crucial aspect of compliance is seeking customer consent before sending marketing emails. Allowing easy and straightforward unsubscribe options for customers is an essential aspect of proper email marketing practices. Likewise, businesses need to use legitimate email addresses and include their physical addresses in their emails to promote a sense of integrity. Avoiding fraudulent subject lines and adequately securing customer data are other essential guidelines to practice for email marketing compliance.
Crafting an email that is both beautiful and effective requires careful attention to detail. Before getting started, it’s important to consider both your audience and the purpose of your email. To ensure that your message doesn’t go unnoticed, be sure to choose a subject line that is both clear and concise. After greeting your recipient with a warm welcome, try to capture their attention with an opening that is both engaging and relevant to your intended message. To establish a personal connection, consider incorporating empathy and personalization into your writing style. Plus, be sure to avoid using overly formal or technical language.
When structuring the content of your email, use white space, bullet points and images to create an eye-catching, easy-to-read layout. Remember to keep your tone positive and respectful throughout, and include a clear call-to-action to help ensure a timely response. Finally, close out your email with a friendly sign-off and a relevant signature that includes all contact information. Before sending your email, make sure to proofread carefully for any errors – and remember to choose an appropriate time to send your message.
There are different types of emails to use, based on your audience and their interests. General newsletters are perfect for your existing customers and those who have opted in to receive general information from you. These should be informative and should contain content that is relevant to your audience. I always recommend to feature content from your blog post. Don’t paste the whole article in your email. Email content needs to be concise and email programs like Gmail and Outlook cut off the content when it reaches a certain amount of characters. It’s better to tease some of the content from the articles, as it gives the user an idea if it’s something they want to read more of, and as an added benefit, they will need to visit your website to read the rest.
Other types of emails are announcements, which can be for sales or events. First make sure that these are sent to the appropriate segments of your audience, based on their interests. Sending irrelevant content or sending too many emails is the surest way to get your audience to unsubscribe or worse, report the email as SPAM. It’s important to reduce the chances of that happening, as that will hurt your email deliverability. Some of the best brands end up in my Junk mail, and not because I personally unsubscribed. The most likely reason is because they had too many instances of that, and my email provider delivered their emails directly to my Junk folder. This is why it’s important to have a defined strategy for your email marketing campaigns.
By following these outlined guidelines, businesses can safeguard their email marketing practices from being viewed negatively by customers while establishing better customer engagement and enhancing their customer base.
