Email marketing is a strategy that is underestimated by many marketing managers. This strategy allows sending commercial information to thousands of people interested in a service or product, also facilitates the communication of events and news that the user wants to know. In this way, we have customers and potential customers up-to-date on the latest developments and products of a company.

Another interesting feature of email marketing is that it gives the subscribers an important differentiation from the rest of the users. This differentiation translates into the exclusivity of receiving unique or first-hand information, such as discounts or “gifts”.

All these ideas are applied efficiently by serious and responsible companies who understand that having a happy customer will attract many more and will facilitate the share of voice of the company; But unfortunately, not everything is rosy because the big problem with this email marketing strategy is to obtain a database in a “legitimate” way, that is, without infringing the privacy of users.

Due to this misuse of the personal data of the users is why many times they think, more than twice, before subscribing or include their personal data in any web.

How to avoid becoming spam

Becoming spam is easier than doing a good email marketing. There is a very thin and biased line between these two borders. Being spam implies that the strategy has failed, as well as the communication and respect that the company should have for the client. The following warnings must be taken into account so as not to fall on the spam tray or something much worse: being denounced for illegal acts.

Explain the use that the data that the users will have.

If it is not explained what the company will gain with this data, the user will begin to doubt about this action. The latter is aware that in providing his data, these will be used in some way, but that does not bother him because he will also get a profit from that company, or at least so it should be. For this reason, sincerity will help users be willing to collaborate without fear.

Consult before making any strategy changes with the data provided

If at the beginning, the company was going to use the data for a definite purpose and now has decided to use them in another way, it is necessary to request the authorization of the users. Doing this without first knowing their response is disloyal and can lead to many problems with the brand and even legal problems.

Take care of the ‘contact list’ provided by users

One way to catch multiple subscribers or emails is to ask your users to capture% u201Dother friends% u201D within their social networks or personal mail, in exchange for a discount, more space, a special gift or electronic money. Users would be happy to do so, but without thinking seriously about what this means.

You have the right to give your information but not the information of your contacts. When this happens, it is a duty to ensure that these contacts are treated more carefully and to provide them with good care. They can be potential customers as potential enemies that we would not want to have.

The correct thing is that the user can choose only freely to the possible interested of its list of contact. In addition, another way of not having future drawbacks is that the same user uses his own contact list to recommend in a personal capacity.

Do not speak on behalf of the user

The user’s name should never be used to contact others. That is, never write phrases such as: “Emilio told me that you like video games, that’s why I recommend this page ….” Subscribers abhor this action because it generates discomfort among their acquaintances. No one wants them to use his name for commercial purposes. This is a rush to get contacts without thinking about the repercussions that may exist.

Taking these warnings into account, it is clear that users’ privacy should not be violated, or their private data truculently obtained, because just as “from love to hate there is only one step”, from email-marketing to spam there is also only one.