It's time for a conversation about consent

email deliverability Oct 03, 2018

"Did you hear the breaking news?" he asked.

This is how my continuing education class started. With a conversation about consent. A group of Realtors catching up on the latest about Cosby, Kavanaugh, and the #MeToo movement.

How appropriate for an email marketing class that begins with an overview of the CAN-SPAM Act. But in email marketing, it's legal to market to people without permission. You're simply required to unsubscribe them when they ask. (Well, there’s a little more to it, but that is the gist.)

But I believe it's time for us to do better. Because giving consent and having our requests respected is important—in sex, in life, and in marketing.

Let's dive in, shall we?

Consent 101

There are three forms of consent in...

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CAN-SPAM: Email marketing compliance for real estate agents

email deliverability Sep 09, 2018

Can you think of something real estate marketing has in common with pornography?

Oh, I can!

CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography And Marketing. And in January 2004, the CAN-SPAM Act became law.

See? You’ve been living on the edge, and you didn’t even know it.

What is CAN-SPAM?

The CAN-SPAM Act set standards for commercial email and messages. It was created to give your email recipients the right to ask you to stop emailing them.

CAN-SPAM penalties

According to the Federal Trade Commission: “Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $41,484.”

Harsh. And exactly why CAN-SPAM compliance is your new BFF.

CAN-SPAM dos

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The human advantage of email marketing for real estate agents

being human Sep 01, 2018

Last fall, I participated in a digital marketing workshop for small business owners and nonprofits.

Here’s how it worked: attendees were able to sign up for one-hour consultations with experts in a variety of disciplines. I was prepared to field questions and facilitate discussions about email, automation, and content. But I wasn’t prepared for what they really wanted to talk about:

Their feelings.

Six of the seven attendees I met with spoke at length about what kept them up at night. 

They felt:

  • Overwhelmed with things to do
  • Unsure about what works and where to focus their spending
  • Frustrated with how rapidly things change
  • Anxious because they can’t keep up with their peers
  • Stressed because they didn't know how...
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