Salesforce Marketing Cloud recently put out an awesome blog post that’s really stuck with me the past few weeks. The article pitches the idea of an #emailswearjar for when you use “bad” words as they relate to email. It was a great post that I definitely think bears repeating and significant consideration by anyone who uses these words. Today, I’d like to expand on their post and explain a little more about why these words are considered the swear words of the email industry, in order of egregiousness.
This one isn’t so bad, since anyone in the email marketing industry will understand what you mean when you say you’re sending an “email campaign.” However, campaigns tend to be thought of as a set of emails designed for a specific purpose, not one single email. Since a campaign typically refers to a sequence of emails, it’s more correct to refer to a particular email sent to a list simply as a “list email.”
2. Double opt in
According to Spamhaus, spammers coined this term a long time ago. It eventually grew to be the equivalent of “confirmed opt in,” but it shouldn’t be, because the term just doesn’t quite make sense. If you think about it, you don’t actually opt into something twice. You can confirm you want to opt in, but that’s about it. Use the term confirmed opt in instead!
3. CAN-SPAM compliant
CAN-SPAM actually has nothing to do with explicitly stopping spam. Being CAN-SPAM compliant doesn’t give you carte blanche to send whatever emails you want to whomever you want…if you want your emails delivered to inboxes, at least. It’s absolutely possible to be a CAN-SPAM compliant spammer. It’s simply not enough for the email industry, as I’ve covered previously.
4. Purchased list
Ouch. Not only does this go against our permission-based marketing policy, it’s also an awful practice to use to grow your lists. Think of it this way: if someone has your home address and won’t stop sending you junk mail, are you going to open that junk mail or is it going straight into the trash? The same principle applies here, but instead of just tossing it in the trash, prospects can complain they’re being spammed, and therefore significantly affect your reputation. Purchased lists are just overall bad news!
This one takes the cake for the worst email sending term ever. This is what I imagine you’re doing. Emails aren’t a cannon, and no one’s ever wanted to be blasted with marketing until they surrender and buy your product. If you must have a term for this, call it a list email, because that’s what it is. I hate this term so much it’s been given its own blog post!
As email marketing professionals, let’s lead the charge on saying what we actually mean and helping rid the world of email swear words. Tweet me at @holobachgirl with your personal least favorite #emailswearjar words!