Email marketing and spam. What are the differences?
Inna Sabada
by Inna Sabada
Email marketing and spam. What are the differences?

Email marketing is a very popular form of promoting your products or services, it can be very effective with the right approach and its main advantage is low costs.

In addition to attracting leads, it is a communication channel with your customers. Therefore, it cannot be used to achieve your business goals.


Unfortunately, many unscrupulous senders use this channel to send spam.


Spam is a viral distribution of messages by e-mail between a large number of users, while the client does not give his consent to receive letters. Addresses are obtained illegally, databases are bought. Spammers can lure even card numbers and other confidential information from customers.


Email marketing is sending email messages to a large number of users. The main feature is obtaining the user's consent to the processing of data and distribution of letters. In this case, the client himself agrees to the terms of registration on the site, fills out special forms, and indicates the email address. It is this method that allows you to more effectively increase sales, and create a positive rating for the company.


The main differences between spam and email marketing.


For sending letters without the consent of the client, it is typical:


- The user cannot unsubscribe from receiving messages;

- The real e-mail of the sender is not indicated;

- Letters come with a high frequency;

- The message contains no useful information;

- The messages may advertise illegal products, pornography, or prohibited materials.


In turn, email marketing is characterized by:


- The user can always unsubscribe from receiving emails;

- Messages arrive according to a certain schedule;

- Inside the letter, there is information useful for the client;

- The message is sent personally to the addressee, often with the last name and first name given when filling out the forms on the site.


Email marketing involves sending promotional, informational, trigger letters, and announcements of upcoming events. Companies care about their rating, so they form a database of loyal consumers and do not send messages with dangerous content.


The main reasons why you are at risk of being penalized for spam are simple, but not always obvious:


1. The recipient himself marked your letter as spam;


2. You don't have SPF, DKIM, and DMARC configured;


3. The subject of your letter is misleading or the recipient cannot understand who the letter is from.


4. The recipient did not consent to send emails to him;


5. Your email content contains words or phrases that trigger spam filters;


6. There is no option to unsubscribe from your email;


7. The “From” field is incorrect or misleading;


8. You have not set up email authentication;


9. You send too many attachments or links.


Even the most experienced Internet marketers are not immune from getting emails into spam. If you follow all the tips and make useful and necessary mailings, your domain will have a good reputation and letters will not end up in spam.



Read also - Email Marketing as a Source of B2B Lead Generation in 2023