Many small businesses are so taken up with the potential of bulk emails as a marketing tool that they jump right in and start sending off mails to everyone whose email address they can get hold of. The presumption is that the more mails that are sent out the better, irrespective of who sees them or not. Unfortunately, it’s not as simple as that and there is a right way and a wrong way to send mass email.

The first thing you need to understand is that it is not okay to send mass email to everyone. Many people buy a mailing list and just start sending out mails. Even though those who sell these lists will tell you that each list is made up of people interested in a specific product or service and who will be happy to receive your mail, they are usually lying. These lies can get your business into serious trouble.

If you send mass mail to people who do not know you or your company or who have not requested you to send them the emails or information it will normally treated as spamming. In today’s context of people receiving far more email than they want, mail from unknown sources is automatically treated as spam. And once you are known as a spammer, it is a difficult negative image to recover from.

There are a few things you can do to ensure that when you send mass email it is not treated as spam.

DO’S

• Always ensure that when you send mass email there is a simple way for the recipient to opt out of receiving future mails from you. This will indicate that your intentions are genuine.
• Send out hard information that people can use to their benefit rather than just advertising copy. If people see value in what you send them, the will be ready to receive more emails from you.
• Always mention and address and phone number where you can be contacted. This will demonstrate that you have nothing to hide.
• Have a system in place to capture data about those who respond positively to you and who buy from you. This will be your core mailing list for the future.
• Use a bulk email hosting service when you send mass email. These companies will be willing and able to handle bulk mail that other companies may treat as spam.

DON’TS

• Send mass email to those who have not opted in to your bulk mail system
• Send mass email that does not have an address where those you are sending the mail to, can contact you. Sending out mails without your contact coordinates can get you into serious trouble.
• Send mass email without an “opt out” button for people to use if they do not want to receive further mails from you.
• Use a regular ISP to send mass mail. It will get tagged as spam and you as a spammer.

Following the above guidelines should go a long way in helping you send mass mail and at the same time not be labeled as a spammer.