antic
Perch
This started as a reply to a question, but grew until I thought it would be better as a thread for general info & tips.
Spam is basically sending something that wasn't specifically requested. It's like the definition of "weed" - any plant which doesn't belong there. These days it's very much the perception of the user that defines spam - didn't want that email? It's spam!
Especially when one click of an AOL user's "Report SPAM" button causes other servers to be notified that YOU are a sender of unwanted email. Too many of those and your hosting provider will give you a serious warning. These days it pays to be careful.
Report Spam and Delete are uncomfortably close together in AOL 9.
(The cynic in me thinks this is a marketing decision.. a system that "works too well" is not as bad as one that isn't used at all. AOL wanted to make a mark, and people are lazy - Report is on the LEFT of Delete and often gets clicked in haste by accident.)
It's a fine line when, say, a newsletter is sent out as part of registering on a web site. The user registered to see information on the site, but doesn't want the accompanying newsletter. Instead of unsubscribing, a couple of lazy AOL users click "This is SPAM" (it's way too easy for them to do that) and suddenly you're being warned. This is an AOL issue that annoys lots of legitimate senders too. See AOL Delivery Tips.
That's why double-opt-in (or "confirmed opt in") is the preferred newsletter signup methodology - it's like saying, "are you REALLY SURE you want this newsletter?" It has other serious advantages for you too - it stops you getting false signups from bots, and stops vindictive use of other people's email addresses without their permission (sometimes used as a way to get a site blacklisted).
General guidelines are you need to provide clear indication of what a person's email address will/won't be used for, and in each mailout you include a link or instructions on how to unsubscribe from that mailing list. Double-opt-in is practically essential as a sign-up method. See this interesting article on AOL, double opt-in, spam and sales.
Furthermore, the signup confirmation email (IMO) should cover the following:
Bottom line, you need to see it from the recipients' point of view. If they just registered on your fabbo cooking site to get onto the recipe forums, then unexpectedly receive a newsletter-style email unrelated to the forums (ie. "unsolicited" - a good word to keep in mind) then they could feel justified thinking, ugh, spam. Click. They're not interested in scrolling down to read how to unsubscribe (the old opt-out method), they want to get rid of spam. Right or wrong, AOL's approach encourages that response in people. Avoiding it should be priority #1 in mailing list design.
IMO, you can do the following to help avoid ticking off trigger-happy spam reporters:
Just keep in mind AOL has a threshold percentage of spam reports from a sender before they take action. A "keep it real" approach to lists and newsletters will help you avoid getting into the bad books.
Any further tips, please reply away...
Spam is basically sending something that wasn't specifically requested. It's like the definition of "weed" - any plant which doesn't belong there. These days it's very much the perception of the user that defines spam - didn't want that email? It's spam!
Especially when one click of an AOL user's "Report SPAM" button causes other servers to be notified that YOU are a sender of unwanted email. Too many of those and your hosting provider will give you a serious warning. These days it pays to be careful.
Report Spam and Delete are uncomfortably close together in AOL 9.
(The cynic in me thinks this is a marketing decision.. a system that "works too well" is not as bad as one that isn't used at all. AOL wanted to make a mark, and people are lazy - Report is on the LEFT of Delete and often gets clicked in haste by accident.)
It's a fine line when, say, a newsletter is sent out as part of registering on a web site. The user registered to see information on the site, but doesn't want the accompanying newsletter. Instead of unsubscribing, a couple of lazy AOL users click "This is SPAM" (it's way too easy for them to do that) and suddenly you're being warned. This is an AOL issue that annoys lots of legitimate senders too. See AOL Delivery Tips.
That's why double-opt-in (or "confirmed opt in") is the preferred newsletter signup methodology - it's like saying, "are you REALLY SURE you want this newsletter?" It has other serious advantages for you too - it stops you getting false signups from bots, and stops vindictive use of other people's email addresses without their permission (sometimes used as a way to get a site blacklisted).
General guidelines are you need to provide clear indication of what a person's email address will/won't be used for, and in each mailout you include a link or instructions on how to unsubscribe from that mailing list. Double-opt-in is practically essential as a sign-up method. See this interesting article on AOL, double opt-in, spam and sales.
Furthermore, the signup confirmation email (IMO) should cover the following:
- Branding - if your email looks a bit like the web site the person just visited, less chance of them ignoring/spametizing it.
- Briefly and clearly explain what the email is for, and that it's in response to the person's signup. Include a line like "Please do not mark this email as spam, as it may prevent others from receiving this newsletter." - which for AOL is true.
- Provide a quick and easy confirmation link - one that isn't too long and won't line-wrap, as that can break the link in some email programs.
- Apologise if their email was entered in by mistake and make it clear their details will be *removed automatically* after a couple of days if they do not click the above confirmation link. Make sure that is the case.
- Link to a good anti-spam information site.
Bottom line, you need to see it from the recipients' point of view. If they just registered on your fabbo cooking site to get onto the recipe forums, then unexpectedly receive a newsletter-style email unrelated to the forums (ie. "unsolicited" - a good word to keep in mind) then they could feel justified thinking, ugh, spam. Click. They're not interested in scrolling down to read how to unsubscribe (the old opt-out method), they want to get rid of spam. Right or wrong, AOL's approach encourages that response in people. Avoiding it should be priority #1 in mailing list design.
IMO, you can do the following to help avoid ticking off trigger-happy spam reporters:
- Only send emails that were specifically requested, or related to a specific action (eg. forum registration should only result in forum-related emails)
- Brand all your emails the same way (a simple header or use of font/colour is enough, as long as its consistent) - or, for plain-text emails, your site name should always be prominent.
- Always use double ("confirmed") opt-in.
- If someone just subscribed to a newsletter, send the first one immediately (after they have confirmed of course) so they remember what it looks like for future. Avoid a long delay, or they may well forget they asked for it.
- If appropriate, suggest that the From address is placed in the person's address-book to avoid it being marked as spam.
- If you have to send an "hello" email after a person registers on your site:
- Keep it short, friendly and include assurances about privacy and protection from spam.
- Send it immediately - memories are short.
- Avoid trying to sell/promote anything first time around.
- If you have lots to say, eg. a tour of site features, provide a link to a page on the subject, don't create a long email.
Just keep in mind AOL has a threshold percentage of spam reports from a sender before they take action. A "keep it real" approach to lists and newsletters will help you avoid getting into the bad books.
Any further tips, please reply away...
