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What's Your Address?

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by: Jeff Dellapina (@IBMforMarketing)
04 August 2014

What does your business mean to your community? Is the building name, town or ZIP code impactful to you and your clients? What about your house address? Even in today’s increasingly virtual world, your physical address has an impact on your everyday life, from your neighbors and school district to your daily commute.

What does this have to do with email? What separates a business from a spammer is a physical address. Spammers don't want you to know where they live. They don't want to get a knock on the door asking why they sent you nine messages in two days. Businesses are proud of where they are. They are part of the community.

With the new Canadian Anti-Spam Law (CASL) that went active on July 1, every message should include your physical or postal address. CASL also mandates that businesses provide some form of communication via phone, email or a Web form.

For responsible email marketers, this is great news. Including your physical address and contact information provides several benefits, including:

1) Forcing senders to be accountable for what they send. If the email opt-out link doesn’t work or there are delivery issues, then recipients have a way of getting in contact with the sender. That should force irresponsible senders to clean up their act, which in turn should result in less clutter and make it easier for marketers who are sending relevant content to connect with contacts.

2) Helping you improve your image-to-text ratio. If you’re including your address in your emails, why not also include a picture of your company headquarters? As my colleague Brad Mimbs recently discussed, providing a good image-to-text ratio is a deliverability best practice. Yet some marketers send HTML mailings that look like text mailings on the pretext that this will improve delivery.

Adding your company logo and a picture of your office/building/barn will improve that ratio. And it will convey to ISPs that already know you’re a commercial sender that you’re not trying to hide who you are. 

3) Providing comfort to recipients. I’m pretty sure most of this is on the subconscious level, but I’m guessing I’m not alone when I say that seeing the address of someone who sent an email provides a degree of comfort.

In this era of Google Maps when anyone can view your office building within seconds, it pays to be transparent. Be proud of where you work and include your mailing address (and perhaps a related image) in your emails. Not only will you comply with CASL and be a good steward of the email space, but you’ll build trust with recipients and may even realize a boost in deliverability in the process.

Related Resources:

1) White Paper: “2014 Email Marketing Metrics Benchmark Study

2) Blog: “Blocked Prefixes and Email Deliverability: What Marketers Should Know

3) Blog: “Why NOT to Resend to Email Addresses from Suppression Lists




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