Friends, I want to have a frank discussion with you today. It has to do with email lists you’ve opted in for, but now don’t want anymore. If you are reading this blog, you are most likely interested in marketing your business through social media. And if you’re interested in doing it well, you’re using a content marketing strategy. This means that you provide a ton of free content that provides value to your target market, and embedded within that you include the occasional offer.
If you’ve signed up for newsletters on the web, many other people are employing the same strategy, and you’re enjoying a lot of free content. And when you give someone permission to put you on their list (and you have given permission…you’ve opted in by clicking the link in that confirm email), this is NOT spam. If you are not interested in receiving the occasional offer from that person, then don’t consume the content, and unsubscribe from the list.
But when you hit the “report spam” button on an email from a list you’ve opted in for, you’re actually harming both the sender, as well as all the people who DO want the content. Because each “report spam” click affects the deliverability of that sender’s messages. You make it a lot more likely that the sender’s emails will wind up in the junk/spam boxes of others, if the email gets delivered at all.
For example, I have a newsletter with a lot of free content. However I do need to make a living, and I occasionally offer classes that people can purchase. Most people on my list want to know when these classes are offered, because they’re interested in the content. However it makes me shake my head when someone hits the spam button on a class announcement. Folks, you’ve signed up for the list. You’ve opted in. My list is completely in compliance with all CAN-SPAM laws. If you don’t want to be notified of classes, then unsubscribe with the link in every single email I send.
When you click the spam button, then people have a harder time receiving the content they’ve signed up for. It’s not just about you. And you’re not just harming the sender.
Now I’m not talking about spam that you didn’t sign up for. That’s what the spam button is for. But if you’ve signed up for a list from someone who supports themselves through selling content, and gives you a lot for free, then simply unsubscribe if you’re not interested. That’s being a good web citizen, and being considerate to all.
OK? Rant over.