Email Marketing Strategy In 2019
The 8 Steps To A Successful Email Marketing Strategy From Sending Over 1,332,541 Emails
The 8 Step Email marketing Strategy That Never Fails.
- Understanding who your Target Market is (Creating A Client Avatar).
- Building a list around that avatar (LinkedIn, Hunter.io)
- Creating a Messaging Sequence (Setting Up A Follow Up Sequence)
- Getting the email delivered. (How to avoid spam traps and promotion folders).
- Getting the email opened (Subject lines).
- Getting the email read (Personalisation).
- Getting the email responded to.
- Staying within the law.
But first let’s look at some stats as to why you would want to use “Cold Email” as a method to grow your business.
Here Are 6 Impressive Cold Email Stats
1) Compared to Twitter or Facebook, email is 40x more effective at generating new clients – McKinsey.
2) Compared to Social Media, Direct Mail and other Direct Response marketing methods, email has the highest conversion rate of purchases (66%) after the prospect has received an email versus other direct marketing messages... – DMA
3) Cold Email has the highest conversion rate of any other marketing channel including pay-per-click, television, radio, display advertising, and social media. – Monetate
4) Email produces over $44 in revenue for every $1 spent, that’s 44-1 Return On Investment. – Campaign Monitor
5) The average employee spends 13 hours per week checking their email inbox. – McKinsey & Company
6) 77% of ROI comes from segmented, targeted campaigns. – DMA
So understanding that 77% of return on investment comes from targeted, segmented campaigns, it is important that we understand what this means and how to set this up for best results.
This begins with really understanding the target market and creating an Ideal Client Avatar.
Step 1: Understanding who your Target Market is (Creating A Client Avatar)
One of the keys to success of cold email is precise targeting, putting the right message in front of the right people.
The first step in achieving this is creating an Ideal Client Avatar.
For an in depth study check out our full length article on Creating A Client Avatar.
But for now, let's take a look at some of the factors to consider when creating an Ideal Client Avatar and how we can use this to segment and target more efficiently.
Here are 8 factors to consider when creating an ideal client profile.
- What outcome is your prospect looking for?
- What problem is he / she looking to solve?
- What keeps your prospect awake at night.
- What is their level of education?
- Job role / title?
- Geographic Location?
- Annual Turnover?
So how can we use this information to segment our audience effectively and create a more targeted campaign thus producing a higher return on investment?
Let's take geographic location for example.
Instead of creating one very large list of prospects in the State of Florida, it would be far more intelligent to create multiple, smaller segmented lists based on geographical location and then using that specific geographical location to personalize outreach email.
For example, the email might read ‘we are looking to work with XYZ in Miami, Florida’ as opposed to simply reading ‘we are looking to work with XYZ.’
Let’s say our target market is based in Florida, it makes much more sense to create multiple segmented lists, specific to locations and using that segmentation to personalise outreach emails.
We are now able to create specific, targeted emails to each segment and automate the process of outreach successfully.
This type of segmentation can be performed for many aspects of the target market, for example, job titles, Industries, specific products or outcomes and geographic locations, or ideally, a combination.
An email that reads “we work with (specific job) title to provide (specific outcome) in (specific geographic location)” is 1000 times more likely to be responded to than the generic alternative.
By segmenting the target market using the above criteria and creating multiple lists and using multiple email messages to address those lists, this is how return on investment is increased by 77% which is very much a conservative number.
Step 2: Building A List Around That Ideal Client Avatar And Segmentation
Now that we know who are ideal clients are and that we should be segmenting them into separate lists, the next question is exactly how do you do that?
There are several ways that we can do this:
- B2B Database Providers:
- LinkedIn / Sales Navigator
- Using A Virtual Assistant
Let’s look at them one at a time.
The first is using a database provider or service that provides email marketing data.
B2B Database Providers - This is by far the easiest way to build multiple, targeted, segmented lists.
As you can see below you simply add the details into Lead Lanterns search box and we will search our 60 million + records to find the exact Prospect you're looking for.
The next step is to simply save the results to a list.
Create as many lists as you need to properly segment your target market.
What Are The Pros And Cons of DB providers?
Let’s take a look.
- Super easy to locate data
- It’s a fast way to build targeted lists
- The data is generally verified
- Not much
For more information on buying a b2b database, checkout the article on this topic here:
LinkedIn / Sales Navigator - LinkedIn can be a good option as It's relatively cost-effective and the data is always up-to-date seeing as it’s user-generated.
The drawback with LinkedIn is that there's no way to really automate the outreach process and marketing to multiple lists simultaneously through LinkedIn can become technically very difficult.
LinkedIn are making it increasingly difficult to export data from their platform and unless a Prospect actually connects with you there's really no way to communicate with that Prospect.
Hunter.io - Hunter.io is a service that seeks out email addresses. If you already have a list of prospects who you don't have the email addresses for then a service like Hunter is a good option.
Unfortunately Hunter does not build lists for you and for that reason is not generally a great option for mass email outreach campaigns.
If there’s a specific company or a specific person that you would like to reach and you know who that company or person is, then a service like Hunter can be very helpful.
Let's say there is one specific company that you would like to work with.
You can add the URL for that company into Hunter and they will find all of the emails related to that company.
Then it's simply a case of choosing the most relevant email and reaching out to that person.
As I mentioned, this is great for small campaigns or for individualized outreach but as an ongoing email marketing strategy this is not the best option.
Using A Virtual Assistant - The next option is using a virtual assistant who specialises in building data lists and finding email addresses.
You can give your Ideal Client Avatar to a virtual assistant and ask them to go find all of the relevant prospects that meet that Avatar.
They should also be able to segment the list for you saving you a lot of time.
The drawback to using a VA is that it can be very slow.
You're also most likely going to receive a very limited amount of data, and when compared to using a database provider, it’s not necessarily a cost-effective option.
Step 3: Creating A Messaging Sequence (Setting Up Follow Up)
So now we know exactly who we are targeting, we’ve created segmented lists so we can reach those prospects with the maximum effectiveness and we have a database of qualified prospects with the relevant contact details who we are now ready to reach out to.
The next step in the process is to create a messaging sequence of multiple emails to reach out to those prospects.
The Fortune Is In The Follow Up
You've probably heard it before and it's 100% true, the fortune is in the follow up.
If there is one key to success in an email Lead Generation campaign, then it's follow-up, follow-up, follow up.
Virtually every sale that we've ever made from cold email has required multiple points of follow-up.
Now that we have a list of emails, we are going to need to use some kind of email software to mail out to that list.
Any good email software is going to have the functionality to program a sequence of emails as they go out to prospects.
By creating an appropriate follow-up sequence we can expect to significantly increase response rates.
Follow Up Increases Response Rates By 60% Or More
We have seen in our tests of over 1.3 million cold emails in the past 10 years that having a proper follow up sequence of emails increased positive response rates by as much as 60% or more.
Don't make the mistake of thinking that just because a prospect has not replied to your email that they are not interested in what you are offering.
Business owners and decision-makers are very busy people, they simply may not have had time to respond to your initial email.
I'm sure we can all relate to receiving an email we have every intention of responding to, only to delete it 3 or 4 days later simply because we became too busy to deal with it.
This is why follow up is absolutely critical to the success of an email campaign.
How many times and how often should you follow-up then?
Follow Up 4-5 Times
All our tests show that the optimal amount of follow-up is 4-5 total emails including the initial email.
So that would be the initial email plus 3-4 additional follow ups.
How many times exactly is going to depend on the industry you’re in and how comfortable you are with follow-up.
The best way to do this is to create a sequence of four or five emails and then send those emails using a software that removes a prospect from any further follow-up once a reply has been received.
As you can see, having this feature will allow you to continue to email prospects until the sequence of emails ends, or they respond.
If they do respond, no more follow-up emails will be sent via automation.
This really allows for a fire and forget strategy once your email automation is setup.
Follow Up Periodically
Another great tip to increase ROI is to periodically follow-up with prospects that showed some interest but didn't buy.
Keep a list of those prospects and every 6-8 months send an email stating that...
“You're sorry you haven't been in contact, you’ve been very busy with whatever it is and you're just reaching out to see if they're still interested in whatever outcome you provide”.
We recently mailed out to a list of around 100 prospects who seemed to be dead using this strategy and were able to generate 7 sales from the list of seemingly dead prospects resulting in over $30,000 worth of revenue.
Sometimes “I'm not interested” simply means “I'm not interested right now” don't assume that means I'm never interested.
By using this simple strategy of mailing out to prospects who once showed interest but didn't buy, it’s possible to generate tens of thousands, possibly even hundreds of thousands of dollars of additional revenue into your business.
Don’t Assume Anything
Don’t assume anything on behalf of your Prospect.
Don't assume that they don't appreciate your emails, don't assume that they're getting irritated by your emails, don't assume that they're not interested in what it is that you're offering and don’t assume that they don't appreciate the emails that you're sending.
A big mistake is that we make decisions on behalf of our prospects and we eliminate ourselves from the deal or eliminate ourselves from the sale solely on what we think the prospect is thinking.
Also, don't assume that because one person complains that you’re sending too many emails, that everybody feels the same way.
The bottom line is that if your marketing is strong enough to attract people to you, it’s also strong enough to repel people away.
You simply can't please all of the people all of the time and letting go of the idea of trying to please them will turn out to be a very profitable idea.
As long as you're sending legitimate emails offering legitimate solutions, you're not spamming people and your remaining within the law.
Do not second guess what people think, you absolutely have the right to do what you're doing.
I've seen many business owners turn off extremely profitable campaigns simply because they received one or two complaints from people who were never going to buy from them anyway.
Next we need to think about the technicalities of getting email delivered.
Next we have to have an email service provider we can send email through and we have to make sure that the email actually gets delivered to the recipient.
That's what we're going to cover next in step 4.
Step 4: Getting The Email Delivered. (How To Avoid Spam Filters And Promotion folders)
Firstly, let me suggest that the days of sending thousands and thousands of emails at a time to a broad audience, hoping that a few people respond, have long gone.
This behaviour is legitimately spam and should be avoided.
The most effective strategy that we advocated is sending a limited number of emails to a very targeted audience offering a very specific offer.
This is why we spent time previously building an avatar, creating a segmented list, and really dialling in a targeted offer.
It's so that we don't have to send thousands and thousands of emails every day.
If we’re doing this correctly, then sending 50-100 emails per day should produce more responses than anybody can reasonably handle.
We're going to benchmark statistics later on in this guide, but for now, know that a good email campaign should be receiving an 80%+ plus open rate and a 10%+ response rate.
With this in mind, let's look at the most effective way to actually send cold email.
Use A Google G-Suite Account
The best way to send cold email is using a Gmail address through a G-Suite account from Google...Why? Because G-Suite is setup to do business.
With a paid G-Suite account you can send up to 500 emails a day initially with that increasing to 2000 per day once the billing threshold has reached $30.
Each email address is only $5 a month with G-Suite, so with that in mind, it could potentially take up to 6 months to get to the 2000 per day ($30 of billing) email threshold.
If you wish to get there faster you can pre-pay the account by adding $30 which will allow you to send the 2000 emails per day if that's what you really wish to do
Gmail address is very easy to setup, it allows you to send a decent number of emails everyday and it has a high level of deliverability if you follow the best practices.
It is extremely easy to connect Gmail with Lead Lantern which removes all technical difficulties when it comes to setting up an email sender... it's literally as easy as clicking one button.
By using a Gmail address it will come across as a personal email adding credibility to the whole process which is exactly what we're looking for.
When we have a Gmail address, we need to start warming it up a little bit before we start to use it in any kind of volume.
Warm New Emails Up First
When we’re using a new email address we want it to look “lived in” by this I mean we do not want to appear as though we've created email addresses for the sole purpose of sending out mass email for B2B Prospecting.
If we create an email address and immediately start sending 100 emails a day, this is a guaranteed way to be marked as spam and destroy our email deliverability.
Use the email address for a little bit as any normal person would use email.
Sign up for some newsletters, get some emails coming in and send some emails out. Email some friends from that email address and ask them to respond.
These are all normal behaviours that will take place in any normal email inbox.
The goal here is to avoid abnormal behaviour. It is very unlikely that somebody would create a new email address and then start sending 80-100 emails every single day, this is not normal behaviour.
The basic rule of thumb here is that for the first few weeks simply ask yourself is this natural behaviour? Is this going to come across as a legitimate email address or is this going to come across as an email address that's been set up simply for the purposes of mass email?
Start by sending 10-15 emails a day and work your way up over 4 weeks.
For more information on best practices and how to warm an email address, and other great tips on email marketing strategy, check out some articles on the topic.
Set Up SPF And DKIM Records
Next we need to setup SPF and DKIM records. This stands for “Sender Policy Framework” record and “DomainKeys Identified Mail”.
There's a technical explanation as to what these acronyms mean and what they do, however, it's not important that we understand that, what is important is that we understand that if we do not set these up we will end up in the spam box.
For more on these records and how to set them up...check out our article on “Best Practices For Email Deliverability”
Avoid Identical Messages
The next step to staying out of The Spam Box and keeping the emails deliverable is to avoid identical messages.
Personalise message as much as possible and try to get as much unique content into each message as possible.
This again is where segmented lists are very helpful as we can create personalised content within each email.
So what about using template emails?
Using email templates is fine as long as you’re not simply taking a template and using it without any customisation whatsoever.
This is a definite no-no when it comes to sending out a lot of email.
Taking a template that you found online and using it without any changes is very risky.
If that template has been used by a spammer and that message has been marked as spam several times in the past, you will be marked as a spammer yourself by using that same message.
Email services are extremely smart these days and when a message is marked as spam, email service providers are able to identify the same or similar messages from other users also as spam.
It doesn't matter that you're innocent you will be found guilty through association.
Avoid Spam Words
Just like there are certain prefabricated messages that are identified as spam, there are also phrases and words that trigger spam filters and will mark you as a spammer.
For full list of ways to avoid spam words in email check out our article containing “Over 400 Spam Words To Avoid”.
Avoid Images On The First Email
Images inside of emails are just not a good idea, at least not for the first email anyway.
When somebody has responded to an email then it's ok to add an image to it as at this point your email address will be white labelled by the recipient’s server.
But until then, images are a definite trigger for spam filters.
On top of that, many anti-virus programs will simply strip images out of emails as a virus threat.
Many corporate emails will not be able to receive emails with images inside of them.
When it come
s to email deliverability we need all the help we can get and by leaving images out of the email, it’s an easy win for us.
Best practices are do not include images in cold email outreach.
Do Not Include Attachments
Attachments have virtually the same effects as images in emails, people do not trust them.
Most anti-virus programs will strip out attachments anyway so there's really no point in including them.
Most viruses are transmitted by attachments in emails which is why prospects are also very suspicious when somebody receives an email from somebody that they don't know with an attachment
It's an immediate red flag that something is wrong.
Including an attachment is a great way to trigger a spam filter or simply produce distrust in the prospect, best to leave them out.
Clean Your List And Remove Hard Bounces
A great way to get your domain marked as a “spam domain” is to have an unacceptable level of hard bounces from your email campaigns.
This generally occurs from using a purchased or scraped list that has not been properly cleaned.
An email database is never going to be 100% accurate due to the nature of people changing jobs, quitting jobs and things simply changing.
This is why any email list needs to be cleaned each time before being used.
With Lead Lantern we have an email validation feature which allows you to validate all emails to ensure that they are still valid.
Also when you send email through Lead Lantern we automatically validate the email before we allow the software to send the email, this massively reduces bounce rates and thus protects your deliverability.
It is literally impossible to send an email through Lead Lantern that hasn't been validated at the time of sending.
However, if you're not using Lead Lantern to send emails then there are a number of services available to you that will clean the list for a fee, for example NeverBounce.
Regardless of what service you’re using to clean your email list, it is highly advisable to clean it at the point of use, regardless of whether the list has been cleaned previously or not.
Data decay and poor list hygiene can become a major issue for email marketers if best practices are not followed in the email marketing strategy.
Test Before Sending
Another best practice is to test the emails for spam scores before sending them.
It's a good idea to test your email with a service such as Mail Tester which will allow you to quantify the quality of your email against known spam criteria etc.
Although a service like this will give you a good idea of certain elements that may trigger spam filters, don't get too hung up on this.
These services are not 100% accurate...simply use them as a guide to help improve your email deliverability.
If an email looks good and reads well, go ahead and use it regardless of what testing software might have to say.
If the software suggests changes that don't affect the readability or the core message of your emails, of course at that point it's a good idea to leave it out.
Check If Your Domain Has Been Blacklisted
Finally it's a good idea to check if your domain has been blacklisted as a spam domain before sending emails.
It is possible that somebody owned your domain before you and got up to some questionable activities.
It is also possible that your email may have been hacked by a hacker and used for spam purposes at some point.
Both of these you may not be aware of or have any knowledge of.
The reputation of your IP address will greatly affect the deliverability of your email so it's always a good idea to check with services like Multirbl.Vall or MxToolbox to see if your IP address has been blacklisted in the past.
If it has, your email will have very low deliverability and it's best to start with a new domain.
Step #5 - Getting Emails Opened
Now that we have covered email deliverability let's assume the email has been successfully sent and has landed in the prospect’s inbox and is waiting to be read.
The subject line will be the single biggest determining factor of whether the prospect will even open your email or not, if the email does not get opened All Is Lost.
Writing a great subject line is a critical skill that must be mastered if you're hoping to grow your business using cold email.
That being said let's cover “Subject Lines Best Practices” and 5 Winning Subject Lines that are tested and proven to get emails opened.
Subject Line Best Practices
Setup your “FROM” properly.
Remember, people don't know who you are, so it's a good idea to establish as much credibility as possible as soon as possible, for example “David from Google” looks better than just “David”.
“John from IBM” looks better than just “John”.
The goal is to create curiosity in the prospect’s mind that can only be satisfied by opening the email.
If you give all of the information about what the email is about in the subject line, there is no incentive for the prospect to actually open the email.
This is why a subject line such as “Quick Question” works so well, it creates a need in the prospect’s mind to know what the question is?
A subject line such as “Web Design Outsourcing” creates NO curiosity and gives the prospect something to instantly say no to and delete the email.
If you have a targeted list and you're creating great subject lines, you should be getting open rates of at least 80% from cold email.
This is achieved predominantly by using curiosity as a tool to get the email opened.
Let's look now at a number of highly successful subject lines.
Hopefully you’ll see how curiosity is used in these subject lines to create great open rates
Subject Lines Open Rates
“Quick Question” - Average open rate 89%
“Company Name” - Average open rate 86%
“Company Name” - Average open rate 86%
“(Prospects Name), are you still interested in (Outcome)?” - Average open rate 83%
“About (outcome)” Average open rate 80%
Another best practice, wherever possible, is to personalise the subject line
As you can see with some of the above examples we’ve used the company name, we've used the prospect’s name and we've also used a very specific outcome to personalise the email subject line.
According to Campaign Monitor subject lines that have been personalised are 26% more likely to be opened then non personalised email subject lines
Step #6 - Getting The Email Read By The Prospect
Congratulations you've got the email delivered, we've got a great subject line and the email has been opened. Now the prospect is in our email.
The next challenge we face is to actually get the prospect to read the email.
Don't make the mistake of thinking that simply because a prospect has open the email that they are actually going to read it...this really isn't how it works.
What actually happens is the prospect will scan the email and decide if they are going to read it.
If the email is too long or dense or if the prospect is unable to determine if there is enough value to benefit them from actually reading the email, then they will not read the email, they will simply delete it and the game is over.
So here are a few tips on how to get the prospect to actually read the email and get them interested in what it is that you have to say
Watch Your Formating
If the prospect scans the email and the email is dense and hard to read due to poor formatting, the prospect will not read it.
Here is an example of a poorly formatted email.
As you can see it requires work to determine what the email is actually about.
Here is the same email with much more thought given to the formatting.
As you can see, the email is easy to read, easy to understand and within a split second the prospect can determine simply from a scan if they wish to read the whole email.
Do not let your sentences go across the entire page and do not let a paragraph be more than one or two sentences maximum.
We are not writing for an English exam at a university, we're trying to get the email read.
Also, effectively using bolding, you can highlight the core components of the email which is what the prospect will see in the scan.
The bolded text should be enough to tell the prospect exactly what this email consists of and whether they wish to continue reading.
Keep It Short
As you can see in the example the email is also very short.
Reading, for most people, is hard work, particularly if the email is not well formatted.
To ask a complete stranger to work hard to arrive at an outcome that benefits you is an impossible task.
To get the email read, we have to keep it as simple as possible for the prospect to understand what our message is and what we can do for them.
Make Sure It’s Easy To Read
I receive cold emails everyday that I open and then immediately delete simply because I cannot determine what the email is about and I'm simply too busy to actually read a very dense, poorly formatted email!
Get To The Point Quickly
As we mentioned in the previous points, people want to know what the email is about simply from scanning the message.
Ideally we want to include what the major benefits are in the first sentence and ideally we want that bolded or standing out in some way.
As you can see from our previous example, we get to what the email is about very quickly...it's about generating leads.
Somebody who's interested in lead generation for their business would instantly be interested in this simply based on the first sentence.
It is always a good idea to assume that the prospect is ONLY going to read the first sentence.
Based on that assumption, is enough information given for them to be interested enough to continue?
People like to deal with people and the best way to approach an email is in a conversational manner.
at you stumble over, are there areas that are difficult to read?
If it's hard for you to read it or if you're stumbling over it, then somebody else is going to stumble over it too and they simply are not going to continue reading.
Email not only needs to be short in its duration, it also needs to be very smooth in the way that it reads.
Reading out loud is the very best way to determine how smooth an email is and to make it as smooth as it possibly can be.
So here we are again...we just can't get away from it, personalization is the key to everything.
Segment, personalise and customise.
We've covered this over and over again so I'm not going to cover it again here but the more personal you can get the better the results you’ll get.
Use the person's name, use the person's company, use the person's job title, use the person's geographic location, use any unique identifying features that you can find.
The more personal you can get the better the response rates you’re going to receive.
So now let's assume that the email has been read and the person is interested in what we're offering, how do we get them to respond to take it to the next level?
Step #7 - Getting A Positive Response
In arriving at the best method to get positive responses, it is important to understand what is the goal of cold email?
The goal is to simply open a conversation...not to make a sale and not to get them to take any specific action at this point, we simply want to initiate a conversation.
So let's look at best practices for getting a positive response and we'll start by looking at some things that you never want to ask a prospect to do
Don’t ask them to click a link
Asking somebody to click a link in an email is a big commitment particularly if they don't know you.
This can immediately create distrust for reasons discussed earlier in this guide.
This is how viruses can be passed or scams such as phishing scams can be initiated.
If your goal is to get a prospect to click a link, then unfortunately your results with cold email are going to be very poor.
Likewise we don't really want to ask them to register for a webinar or go watch a video at this point, it's too big of a commitment.
Do not ask people to get on your booking calendar
Similarly, don't ask prospecs to get on your booking calendar, it's not a great thing to do.
They know nothing about you and to expect somebody to commit up to an hour of their time on what they know is going to be a sales call based on two or three sentences in an email is a ridiculous outcome to expect.
The best call to action
The best call to action is simply...
“If you're interested, reply to this email and I'll send you more details”.
Once a cold email has been responded to, your IP address is now whitelisted on that person’s server so it is now possible to send attachments and it's possible to send images etc.
The conversation has now started and the possibility of taking the prospect to the next level has greatly increased.
Make it clear what action you want the prospect to take
Tell the prospect exactly what you want them to do, don't leave them to figure it out for themselves.
For example if we want them to respond to the email, simply state “respond to this email for more information”.
Be clear, be direct and don't assume people will know what to do by themselves.
Create an email signature
Creating a signature will create a degree of professionalism for your emails, it will also meet most of the can-spam compliance requirements.
The email signature is the most overlooked and important part of the email.
- It creates trust.
- It provides a link that people can trust.
- Provides can-spam compliance.
It creates Trust
When you include legitimate contact details that allow people to research you and find out who you are, this not only meets legal obligations, it also establishes a great deal of trust with the prospect.
When these details are not included, it appears as though you have something to hide, by including these details it creates an element of transparency which is needed to conduct business.
It provides a link that people can trust
By adding a link to a LinkedIn profile, this creates a link that can be followed that is trustworthy.
If a prospect is interested in what you offer, it’s very likely that they want to research you.
By including a LinkedIn link it provides credibility.
It also provides an opportunity for you to provide more details about yourself by your LinkedIn profile.
As you can see from the image above I’ve also added a Booking Calendar link.
I mentioned before that asking somebody to get on your booking calendar is not a good idea, that doesn't mean that it's not a good idea to add it to the signature.
By having it in the email signature, it allows for hyperactive prospects to reach out to you without you being pushy and salesy or asking them to do something that they don't want to do.
It gives the opportunity for those who want to use it to use it and for those who don't want to use it to ignore it.
Step #8 - Staying Within The Law
Can Spam Compliance - Staying Within The Bounds Of The Law
I have included below a link to FTC website where you can find Can-Spam compliance information.
I’ve also taken the information below directly from the FTC website.
I'm not a lawyer and this is NOT legal advice. This is provided for educational purposes only.
It is actually legal in most countries including Canada and Europe (GDPR) to send cold B2B email as long as certain conditions are met (do your own research on this).
These conditions generally include the following but are not limited to these.
The email has to be relevant to the recipient.
You need to justify a relevant reason for sending - For example, if you’re a plumbing supplier, it’s relevant to cold email to plumbers.
If you are a plumber, it’s not relevant to email businesses offering general plumbing services.
If you are a technology provider, it’s relevant to email businesses who would legitimately use that technology.
Regardless of legal requirements, following the rules below is best practices when creating a great email marketing strategy.
1. Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
2.Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
3.Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.
4.Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
5.Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.
6.Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days.
7.You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
8.Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.
Provide The Ability To Opt Out
The final element that we need to provide to remain compliant is that we need to provide an option for prospects to “Opt Out”.
The easiest way to do this is through the Lead Lantern software. As you can see on the image below it’s simply a case of setting up your unsubscribe link in the settings options.
So our final email will look something like this…
So that's it. That's all of the steps required for a successful email marketing strategy from setting up a B2B email list all the way through to you sending the email getting the response.
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