Drip eMail Campaign Recipients Must be Managed with Courtesy

Regardless of whether recipients opt out of drip email campaigns, or not, businesses responsible for the campaigns must adjust the timing of messages to adhere to the guidelines of courteous behavior. Building an acceptable schedule of mailings can be a problem.

If a target list of recipients has been put together from the dormant leads mentioned throughout this series, sending a first unsolicited email message can be interpreted, perhaps rightfully, as a discourteous act. We always include an apology for intruding on a recipient’s time at the very top of email messages for these campaigns. Any requests to opt out should be received as quickly as possible. Recipients are more likely to let you know they want to be removed from a campaign recipient list when an apology has been included in the first email message.

You need to carefully mail unsolicited content. If you use a service like iContact, MailChimp, or ConstantContact, to distribute your drip messages, you will lose your right to use the service if the frequency of spam reports crosses a threshold. Learning quickly that someone wants to be removed from your list benefits your campaign. Just be sure to comply with the request and completely remove the individual from your recipient list. We advise deleting the recipient’s information entirely from your list to avoid any inadvertent future mailings.

Another useful option, especially where the recipient list is made up of dormant leads, is to stagger mailings over a longer interval. Sending out unsolicited messages once a month, or perhaps no more than twice a month may be acceptable to recipients. We include apologetic language in our content for these mailings, as well, along with an explanation of why we think recipients may want to take the time to read the message.

If recipients do not respond to mailings over a set time frame — we think six months makes sense for most campaigns — best practices dictate transitioning recipients to a different schedule with longer intervals between emails.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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