Posted on Jun 20, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

One thing about email marketing is that if the recipients of your emails aren’t happy, they can mark you as a ‘spam’ sender and get your business into a lot of trouble. The CAN-SPAM Act heavily penalizes spammers and if your company is deemed to fall into this category, it could be fined to the point where it becomes bankrupt. But how do you respond to negative comments about your email campaigns? Read on to find out.

1. Don’t Delete & Ignore
While you have the right to delete hateful, racist, spam comments, you can’t click ‘delete’ every time someone says something you don’t like. Set out a list of rules regarding comments and if anyone breaches them, you can delete the comment without looking like a crybaby.

2. Respond Fast
The longer you take to respond, the more your reputation suffers. Savvy companies have a stock ‘we’ll respond as soon as possible’ message for social media accounts and this is not a bad idea to use. The last thing you want is a customer believing you don’t care what they have to say.

3. Discuss in Private
If someone has an axe to grind with your email marketing campaign, offer to resolve the issue privately. An email to the person in question is a good place to start because the last thing you need is an irate individual with time on his handing taking to social media to outline his disgust with your organization.

4. Stay Calm
If someone leaves you a particularly nasty comment, it is all too easy to snap and respond in kind. This is a bad idea since company meltdowns have a nasty habit of appearing in the public sphere. Give yourself some time to cool down before responding to ultra negative and offensive comments so you can approach it rationally instead of acting on emotion.

5. Be Prepared
While it is great to follow the tips above, this final point is the most important of all. If you are already prepared for negative comments you can greatly reduce the level of stress you suffer. Consider potential scenarios and possible answers to common comments. It is also important to have your staff well-drilled and ready for action if the worst happens.

Getting ready for negative comments about your email marketing campaign is a form of reputation management. Once you develop a thick skin and understand it is part and parcel of business, you should be able to handle whatever is thrown at you.

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