A recent Email Research Study by Q Interactive and MarketingSherpa found consumers have a decidedly different definition of SPAM than the direct marketing industry.
As a result consumers are sometimes too quick to hit the “Report Spam” button instead of “Unsubscribe” when they no longer wish to receive a company’s email. This can have dire consequences for a small luxury hotel looking to stay use email to build relationships with guests and prospects.
The industry defines spam as unsolicited commercial email. It seems consumers believe it is any email they now find annoying or no longer wish to receive.
The problem arises since ISPs and email ASPs monitor SPAM reports and can stop a company from sending email it too many are received. Spam reports can effectively shut down a hotel’s email marketing effort.
What’s a small luxury hotelier to do? Here are a few ideas:
- First, your sign-up must be double opt-in
- Avoid using outside email lists
- Monitor Spam reports
- Provide readers with relevant information
- Don’t email too often
- Remind people they are receiving your email beacuse they requested it
- Offer an “unsubscribe” option at the top of your email
Anyone care to add to this list? Safe Travels – Madigan Pratt