When you decide to take the step of becoming an email marketer, you are taking a bold step indeed. This is because you have the weight of bad history with you when it comes to bulk email marketing. A quick check on some of the case studies in an email marketing knowledge base will quickly make this very evident to you since there are so many incidents of bulk email marketers being termed spammers. Spammers are a group of bulk email marketers who send unsolicited mails to people in the vain hope that one of them will open the mail. In a large part, since a spammer is really just a front for some other company. Just getting an open is good enough for the spammer. The average open rate for spam is currently somewhere around 15 per million mails sent. For the people who don’t bother with spam mails, there is the constant threat of running out of mailbox space because of spam mail. As a bulk email marketer, to avoid being part of this nefarious group of bulk email marketers, here are the steps you must take.

• Understand the laws on spam. The US Government’s CAN SPAM act is quite categoricalabout the practices that one should follow when practicing bulk email marketing. The details of this act can be found in any email marketing knowledge base but in brief, the act details out the way a mail should be drafted, its subject line, and the way it is sent. Following the guidelines of this law should be more than adequate to avoid the spam tag.

• Using addresses acquired legally. As a new sender, there is always the temptation to use spammer methodology to acquire email addresses like buying CDs with customer email addresses and using spider software to harvest email addresses from websites. You might even be tempted to send mail through open relay servers. Note that all of these methods are illegal and liable for prosecution. The correct way to email addresses is to get users to sign-on to your service to receive updates on sales and promotional offers.

• Understand spam filters. These are specialized software that is part of the webmail or email clients. This software is so powerful that they learn from the user how to identify spam mail by using complicated mathematics like the Bayesian method and Markovian discrimination. Using these, spam filters scan mails for spam keywords and phrase sets for any suspicious mail that could be spam.

There are many more tips to bear in mind as a new bulk email marketer and more guidelines can be found on any email marketing knowledge base. While the weight of history is with you, there is also the fact that there is money to be made off the internet from this marketing method. However, you must be part of a greater business model for this to work for you. Finally, remember to always keep CAN SPAM in the back of your mind.

Jamie Colbs is a html email newsletter templates best practices activist advocate for Benchmark Email , a leading Web and permission-based email marketing service.

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