People’s in-boxes get inundated with email, both solicited and unsolicited. To cut down on the amount of unwanted emails, many servers have filters in place to lessen the number of spam emails a person receives. People can further adjust their email filters to their own tastes. Your email marketing could well land in a spam folder and never get viewed.
Email marketing requires constant tweaking to keep your subscribers engaged. A person will often sign up to receive email solely as part of a promotion. For example, if a user provides his email address, he may receive a discount on a product. A user might also unintentionally sign up, such as if subscribing was the default choice on a web page. In such cases, your email marketing may be perceived as a nuisance.
Even in the case that someone deliberately signed up to receive your marketing emails, like an industry newsletter, you still must work to maintain a level of engagement to keep your reader from unsubscribing.
You may have worked to create your email marketing to look exactly the way you envisioned. Unfortunately, due to the varying servers and computer settings, your design may not come through the way you hoped, which can diminish the impact of your message. Text may be moved from one line to the next on a person’s screen. The email setting on another person’s computer may only allow text, blocking images from coming through. If the main focus of your marketing was a logo, it could be lost.
If you want to avoid a misconstrued or possibly messy appearance, you’ll need to make sure the code used translates to the most basic processing systems. This may entail consulting with a technical specialist or marketing firm.
Building a legitimate email marketing list takes time. It can take years to get thousands of subscribers who are willing to receive the email messages.
Even if the subscribers ask for the messages, the resulting messages may be seen as spam when they arrive. Email marketers must keep records of their opt-in policies and must provide a clear way for subscribers to opt out.
In some cases, you could find yourself or your business in serious legal trouble. Even when you make an effort to ensure your email marketing conforms to the rules, you may still be accused and have to prove your campaigns are legitimate.