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This articles will cover the basics of an email marketing makeover – how not to look like spam, and therefore get your emails delivered to the intended recipients.

It is important to remember when using email marketing that your content must be accurate and informative. It should be proof read and grammatically sound. This will enhance your professionalism in the market place. Refrain from repeating the same phrases like “you must buy this now” because the word SPAM comes to mind and your email will be discarded. And if you send our an email filled with unrelated content, they would not even give you the time of day.

That brings us to targeting. Never buy a mailing list off the Internet with millions of “targeted” email addresses. They sell the same list to thousands of people, and the poor guy whose email addresses ended up on that list will receive hundreds of emails a day which can only be described as SPAM. Since the emails will most likely be of no interest to the recipients, they will simply be deleted without being read.

Your emailing list must be subscription based. You cannot sell your product to someone who is, a) not interested at all, b) someone who won’t use your product in his area. You should not sell ice to an Eskimo so to speak. What good will it bring you if you send out emails to your competitors or suppliers. No you want your emails to be targeted for the sole purpose of making the audience buy from you.

In this case your recipients would a) be interested in beach towels (they visited your website after all) and b) have expressed an interest to receive news about the subject from you.

To avoid your emails to be seen as SPAM, here are a few rules you should adhere to at all cost.

Firstly, never ride on someone else’s wave. What we mean by that is don’t use a big companies name to sell your product. There is nothing worse than receiving an email from let’s say, Microsoft trying to sell. Here’s some good advice: If you’re selling Viagra or condoms, rather set up your own website. Fill it with good quality content about the history of your products or something similar. Convince your visitors to sign up for your mailing list and use that list to target them with relevant good quality stuff. Once you have fostered a trustworthy relationship, and they can see that you know our industry well, they will be more relaxed and eager to purchase from you.

Secondly, do not distribute your emails anonymously. Do not use the recipient’s email address in the email’s “from” field. They will suspect you immediately and will not want to read what you have to say. It is also imperative that you have a visible “unsubscribe” link or button in your email. Avoid having your unsubscribe link go to another page where you also try to sell them something, your visitor will feel trapped and angry. This translates into you loosing your visitor forever.

Having read the above we feel that you are ready for an email marketing makeover – how not to look like spam should be a prerequisite for good email marketing.

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