A customer purchasing a product or service from your business does not mean that they have necessarily given you permission to send them ongoing email communications. However, many businesses insist on adding details to their email lists based on implied consent, rather than getting a customer to explicitly say they are happy to receive your marketing. It is the easiest way to grow a large customer database that you can market to, but email best practices should always revolve around quality over quantity.
By not asking your customers for their consent, you risk the following consequences:
Negative brand impact
If you keep bombarding people with emails when they have only ever made one purchase, what do you think that they will eventually think of you? Just because they signed up for a webinar or bought a pair of trainers, it does not always mean that they want a long term relationship with your business. It simply means that they wanted to purchase a pair of trainers or attend your webinar to learn something. The more you email them, the likely it is that these customers will start to build up negative feelings about your brand, which will build with each subsequent email.
If your emails don’t get much engagement, there is a possibility that it will lower your email deliverability rate. ISPs use a lack of engagement to judge whether your email is wanted or is spam. If you send someone ten emails that they then open, an ISP will know that that specific person wants to hear from you. However, if you keep sending this person emails that they don’t end up opening, this is an indication that he/she considers your emails to either be spam or of low value to them. This lack of engagement can cause the ISP to stop delivering your emails to some inboxes..
Some recipients will report email as spam rather than going through the unsubscribe process. They don’t usually consider the ramifications of this can have on a business. They simply know that they no longer want to receive any emails from you or never wanted them in the first place. Reporting an email as spam seems like a quick fix in their eyes. However, from your perspective, a spam complaint is a serious issue. If you end up with a number of recipients labeling your emails as spam, you could end up getting ‘blacklisted’ by ISPs and will no longer be in a position to send out email communications.
So, what’s the answer? If you plan on sending an email to a customer or other recipient, make your intentions clear and give them options. Treat the person you are sending the email to like a human being and not an anonymous email address. You will get far fewer complaints about your emails and will be able to tailor your communications accordingly.