Like most marketers I use email as one of my main routes to market. It's obvious why, it's cheap, quick, easy to test and gives instant results.
The hardest bit of doing email marketing though is the fact that some people are so afraid of email that they hide away and won't let you talk to them even when they've given you permission.
I'm taking mainly about Hotmail users, but plenty of other people are guilty as well.
Hotmail users feel more than happy to come and register on my site and ask for services. I'm grateful for that because without them I'd have no custom. The problem comes when I email them about offers which are relevant to them. Your average Hotmail user just hits the mark as spam button. (Sorry to tar all Hotmail users with the same brush). That's fine but there are more sensible ways to get out of receiving email.
On all my emails I include an unsubscribe link, click it and you're off the list no questions. I'm not a spammer and I really don't want to send emails to people who don't want to read them.
What am I doing about this? Easy Before I send any emails I remove Hotmail and a lot of other similar services from the list. That way I guarantee I won't get marked for Spam.
The sad bit is that due to a few users running loose with the mark as spam button no Hotmail etc customers ever get my emails, this probably means they don't get any others either. They must be missing out on some great deals and services, still it's their loss.
The lesson is, if you signed up for something by mistake of if the service isn't relevant any more just unsubscribe. Please!