Keep your med spa email list clean and stay out of trouble
A new client recently had the unfortunate experience of receiving a high SPAM complaint % for an email broadcast. The spam report rate was just over 1%, while industry average is around 1 in every 5,000 recipients or 0.05%. The CAN-SPAM act is a law which became effective January 1, 2004, covering email whose primary purpose is advertising or promoting a commercial product or service, including content on a web site.
In this med spa’s situation, their list contained emails that went back 3 years and they did not keep their list clean by maintaining up to date unsubscribe and suppression lists. In addition, they did not send regularly to their database; so a recent email broadcast produced undesirable results. A good med spa marketing plan includes regular email communication that contains both education and promotions – information that is of value to clients and potential clients.
Med Spa’s should only send email broadcasts to clients and prospective clients who have opted-in to their list, by requesting to receive emails from the medical spa or aesthetic practice. Opt-in collection methods may include: website, in-location or events. In addition, med spas must scrub their lists by using working unsubscribe links and permission reminders in every email broadcast that is sent. Permission reminders are a statement, usually found at the top of an email broadcast, that reminds subscribers why they are receiving the email.
Moral of this story – Keep a squeaky clean list and you won’t get hung out to dry!
For more information on the law visit: Federal Trade Commission the CAN-SPAM Act.
