Summary
Sending newsletters via Outlook mail merge is not recommended due to deliverability issues and limitations. Experts advise using dedicated email marketing platforms instead. Obtaining explicit consent is crucial for leads acquired at college fairs, emphasizing transparency and clear communication about data usage. Implementing double opt-in, segmenting leads, and complying with regulations like GDPR are essential. Proper email authentication (SPF, DKIM, DMARC), responsible list management, and adherence to best practices outlined by RFC Editor, Google, and SparkPost are vital for maintaining a positive sender reputation and avoiding blacklisting. Harvesting email addresses is strictly prohibited and illegal.
Key findings
- Outlook Mail Merge Unsuitability: Outlook mail merge is not designed for mass email sending and can harm deliverability.
- Explicit Consent is Required: Obtaining explicit consent is crucial when acquiring leads, especially at college fairs, and it must be transparent.
- Dedicated Email Platforms are Best: Dedicated email marketing platforms provide better deliverability and tracking capabilities.
- Email Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is essential for deliverability and preventing spoofing.
- List Management Practices: Responsible list management, including honoring unsubscribe requests and regular cleaning, is vital.
- Data Privacy Compliance: Complying with regulations like GDPR is essential, especially when handling data from EU residents.
- Harvesting Email Addresses is Illegal: Harvesting email addresses is strictly prohibited and can lead to legal consequences and blacklisting.
- ESP Rules: Sending cold emails to ESP lists, or putting event emails into an ESP account is against terms of service.
Key considerations
- Implement a Dedicated Email Platform: Use a dedicated email marketing platform for sending newsletters to improve deliverability and tracking.
- Ensure Clear and Explicit Consent: Obtain explicit consent and communicate clearly about data usage when acquiring leads.
- Segment Your Email Lists: Segment email lists to provide more relevant content to subscribers and improve engagement.
- Comply with Data Privacy Regulations: Comply with data privacy regulations like GDPR and provide clear privacy policies.
- Implement Email Authentication: Implement SPF, DKIM, and DMARC records to improve email deliverability and prevent spoofing.
- Maintain a Clean Email List: Regularly clean email lists to remove inactive subscribers and invalid addresses.
- Monitor Sender Reputation: Regularly monitor sender reputation and take steps to address any issues.
What email marketers say
14 marketer opinions
Sending email newsletters via Outlook mail merge is generally discouraged due to limitations in deliverability, tracking, and potential spam flagging. Dedicated email marketing platforms are recommended instead. When acquiring leads at college fairs, obtaining explicit consent, being transparent about data usage, and adhering to regulations like GDPR are crucial. Using double opt-in methods and segmenting leads based on interests can improve engagement and avoid being perceived as spam. Email authentication (SPF, DKIM, DMARC) is also important for deliverability.
Key opinions
- Outlook Mail Merge: Outlook mail merge is not designed for mass emailing and can lead to deliverability and performance issues.
- Explicit Consent: Obtaining explicit consent is crucial when acquiring leads, especially at college fairs.
- Transparency: Being transparent about how email addresses will be used is essential for building trust and avoiding spam complaints.
- Double Opt-in: Using double opt-in methods ensures that subscribers genuinely want to receive emails.
- Segmentation: Segmenting leads based on interests can improve engagement and reduce unsubscribes.
- Email Authentication: Implementing email authentication protocols (SPF, DKIM, DMARC) improves deliverability and prevents spoofing.
- ESP Compliance: Event emails shouldn't be put in any ESP as it would be spam and against TOS.
- Purchased lists: You should not send emails to purchased lists or lists acquired without explicit consent because it can harm sender reputation, increase spam complaints, and violate anti-spam laws.
Key considerations
- Alternative Platforms: Consider using dedicated email marketing platforms for sending newsletters instead of Outlook mail merge.
- Data Privacy: Adhere to data privacy regulations like GDPR when collecting and processing email addresses.
- List Hygiene: Regularly clean your email list to remove inactive subscribers and maintain a healthy sender reputation.
- Value Proposition: Ensure that subscribers understand the value they will receive by signing up for your email list.
- Signup Form Clarity: Create clear and concise signup forms that explicitly state the purpose of collecting the email address.
- Data Segregation: Keep the different methods of acquiring data seperate so you do not send someone email they haven't agreed to (IE. from the college fair)
Marketer view
Email marketer from Email on Acid explains that collecting email addresses at college fairs requires a clear and concise opt-in process. They recommend providing a physical or digital form that clearly states the purpose of collecting the email and obtaining explicit consent to send marketing materials.
17 Feb 2022 - Email on Acid
Marketer view
Email marketer from Reddit recommends segmenting leads collected from college fairs based on their expressed interests. They suggest sending targeted emails that are relevant to the student's field of study to increase engagement and avoid unsubscribes.
17 Jul 2021 - Reddit
What the experts say
4 expert opinions
Experts advise against using Outlook for sending newsletters due to potential deliverability and reputation issues. They recommend using dedicated email marketing platforms and emphasize the importance of clear consent practices and responsible list management, including proper email authentication (SPF, DKIM, DMARC). Harvesting email addresses is strictly prohibited and can lead to severe consequences.
Key opinions
- Outlook Inadequacy: Outlook is not suitable for sending mass email newsletters.
- Email Authentication is crucial: Proper email authentication (SPF, DKIM, DMARC) is vital for ensuring deliverability.
- Explicit Consent: Clear permission and consent practices are essential for ethical email marketing.
- Harvesting is Illegal: Harvesting email addresses is illegal and detrimental to sender reputation.
Key considerations
- Platform Choice: Use a dedicated email marketing platform for newsletters instead of Outlook.
- Consent Clarity: Be upfront with subscribers about what they are signing up for, detailing the content and frequency of emails.
- Responsible List Management: Employ responsible list management practices, including honoring unsubscribe requests.
- Authentication Implementation: Implement email authentication protocols (SPF, DKIM, DMARC) to improve deliverability.
Expert view
Expert from Spam Resource explains that proper email authentication (SPF, DKIM, DMARC) is crucial for deliverability. They also state that engaging in responsible list management practices, such as obtaining explicit consent and honoring unsubscribe requests, is essential for maintaining a positive sender reputation.
25 Feb 2024 - Spam Resource
Expert view
Expert from Email Geeks advises against sending newsletters directly from Outlook due to potential reputation issues and MS restrictions. He suggests using dedicated email marketing platforms like Beehiiv, Buttondown, AWeber, or Mailchimp instead, as Outlook is not the appropriate tool for this purpose.
5 Sep 2021 - Email Geeks
What the documentation says
3 technical articles
Email deliverability guidelines emphasize authentication (SPF, DKIM, DMARC), proper unsubscribe mechanisms, respecting recipient preferences, and maintaining low spam rates. Sender reputation, list hygiene, engagement metrics, and monitoring bounce rates and spam complaints are crucial for avoiding blacklisting and ensuring emails reach the inbox.
Key findings
- Authentication: Email authentication (SPF, DKIM, DMARC) is essential for verifying sender identity and improving deliverability.
- Unsubscribe Mechanisms: Providing easy and effective unsubscribe options is crucial for respecting recipient preferences.
- Sender Reputation: Maintaining a positive sender reputation is vital for avoiding blacklisting and ensuring emails reach the inbox.
- List Hygiene: Regularly cleaning your email list to remove inactive subscribers and invalid addresses improves deliverability.
- Spam Rates: Keeping spam complaint rates low is crucial for maintaining a healthy sender reputation.
Key considerations
- Implement Authentication: Implement SPF, DKIM, and DMARC records for your sending domain.
- Monitor Reputation: Regularly monitor your sender reputation to identify and address any potential issues.
- Provide Clear Unsubscribe: Ensure that unsubscribe links are easily accessible and functioning properly.
- Cleanse Your List: Regularly remove inactive subscribers and invalid email addresses from your list.
- Monitor Engagement: Track engagement metrics like open rates and click-through rates to identify and address any deliverability problems.
Technical article
Documentation from RFC Editor details guidelines for sending bulk emails, emphasizing the importance of authentication, proper unsubscribe mechanisms, and respecting recipient preferences. It highlights that sending unsolicited bulk email can lead to blacklisting and damage sender reputation.
19 Nov 2024 - RFC Editor
Technical article
Documentation from SparkPost details key factors influencing email deliverability, including sender reputation, authentication, list hygiene, and engagement metrics. They also highlight the importance of monitoring bounce rates and spam complaints to maintain a healthy sending reputation.
1 Jan 2022 - SparkPost
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