Email marketing is a cheap means of mass marketing. Again email marketing is a tool of direct marketing. It reportedly yields the highest return on investment among all means of Internet marketing. Therefore, it is also popular among marketers.
In email marketing, bulk mail is sent to numerous users. Certain computer applications are used in sending mails in bulk. Since such software uses databases of contact information, campaign statistics and message history, the random use of such software often end up in sending unsolicited emails.
Different nations have passes laws to prevent sending unsolicited emails for marketing purpose. United Kingdom is the first among them. In its legislation, it directed marketers sending emails to customers based on a prior opt-in agreement with recipient of the mail. These laws apply to all organizations using any type of electronic communication for marketing. Later on United States also passed laws to restrict sending of unsolicited emails. This law poses fine of USD 11,000.00 on per violation on sending unsolicited email to each individual or on spamming each individual. Beside, this legislation needs commercial email services to comply with conditions as follows:
- Users' authentication on their return address
- Users to include a valid physical address,
- Provision of a one-click unsubscribe feature, and
- Prohibition of importing lists of purchased addresses that may not have given valid permission.
Abide by the legislation's, the email service providers have come up with solutions for their clientele. They provide users with email templates and other best practices and methods for handling subscriptions and cancellation.
Some email marketers use special software to comply with conditions imposed by national authority. Often, they use a suppression list of addresses of users who has unsubscribed from the marketing services. Therefore in email marketing campaigns the email addresses on suppression list are not to be included while mailing in bulk. While the opt-in emails use handshake protocol to send emails to recipients willing to accept promotional notifications. Handshake protocol is an automated process of negation between commercial service providers and its clientele. Ultimately, this negotiation resolved in high degree pf satisfaction between marketers and customers.