Gray-Area Email Marketing Tricks

These are tricks I have noticed being used quite regularly in the email marketing world. They are not necessarily bad or underhanded, but they are not what I would call above board either. The reason they are being used is they normally will go completely unnoticed by most.

1. The OOPS Followup E-mail.

This trick is so easy to pull off because the marketer is asking for forgiveness upfront. A mistake was made, this message is the correction. It’s very simple – You send out your original message with a small error in it, so you have a 99% accurate marketing message sent. Then, hours later, you “suddenly realize” there was a typo in the first message. Another message is sent out with an apology attached to the original message. Two for one inbox. This one has the added advantage of people trying to find the mistake, as well. So they look at both emails multiple times.

2. The APOLOGY After the Unsub.

When a subscriber becomes an unsubscriber, you send them a masked email marketing message and apologize for whatever it is you did to make them unsubscribe. Of course, taking that one last shot at getting them to click or even resubscribe. That’s the second part of this one, it’s entirely possible they unsubbed on accident, right? Sending them a message with a re-subscribe button is just good customer service. You don’t want them to miss out and they certainly don’t want to miss out on any new items or deals you may have coming soon!

3. The 10 Business Day GAUNTLET!

I discussed this one some time ago as one of the worst and most annoying tricks there is. Using your entire, allowed by law, 10 business days to unsubscribe someone from your list (ARTICLE HERE). You are completely within you legal rights as an email marketer to send more email to this recently unsubbed email during this 10 day grace period. Actually it’s not even 10 days, it’s 10 business days, which is actually 12-13 days with weekends included. Some (very few, honestly) marketers choose to use this to their advantage. The thought is likely this, “I have nothing to lose, why not bombard them with emails to see what I can get anyway…” It’s akin to vultures picking at a carcass. If there is any meat left in that address, they are going to get it.

I do not recommend using any of them, especially #3, but now that you have read about them, you will definitely see them out in the wild. The first two are used by reputable marketers/companies quite often. They both reflect care for the customer so they slip through under the SPAM/BS radar fairly easily.

Thoughts of your own on this process? Send me an email or leave comments below!

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