Are You Committing These E-mail Sins?

E-mail Sins

I encourage authors to use e-mail as one of the most powerful tools in their marketing arsenal.

But with great power comes great responsibility, right?

One of the quickest ways to turn a potential reader (or influencer!) into an enemy is to send an unsolicited message via e-mail or a social network.

Here are 4 of the biggest e-mail sins.

  1. Sending a regular mass e-mail to people who did not sign up to receive your messages. This even goes for content-based messages or links—something you might think is innocuous. It is not.
  2. Sending a mass e-mail to your entire address book, or to every e-mail address you’ve harvested from your Facebook or LinkedIn contacts. It’s tempting to say, “Just this ONE time.” If the message is that important to you, take time to send a personalized e-mail to each person, or select a few influencers to contact instead. Don’t be lazy.
  3. Sending a regular mass e-mail from your personal e-mail account so people have no way to unsubscribe. The most basic courtesy you can offer is an automated unsubscribe function. That means people should NOT have to respond personally and ask to be removed. MailChimp is a free e-mail newsletter service with automated unsubscribe functionality.
  4. Sending mass messages via Facebook or LinkedIn. It’s just as bad as doing it via e-mail.

It might be perfectly fine to mass e-mail people who know you and love you (e.g., close family and friends), but if you’re doing it with people you don’t correspond with casually or typically, and they didn’t opt-in, that’s called spam, and you should stop.

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Jane Friedman
Jane Friedman has 20 years of experience in the publishing industry, with expertise in digital media strategy for authors and publishers. From 2001–2010 she worked at Writer's Digest, where she ultimately became publisher; more recently, she was an editor at the Virginia Quarterly Review, where she led digital strategy. Jane currently teaches writing and publishing at the University of Virginia and is a columnist for Publishers Weekly. The Great Courses just released her 24-lecture series, How to Publish Your Book. She also has a book forthcoming from the University of Chicago Press, The Business of Being a Writer (2017). Jane speaks regularly at conferences and industry events such as BookExpo America, Digital Book World, and the AWP Conference, and has served on panels with the National Endowment for the Arts and the Creative Work Fund. Find out more.
Jane Friedman

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Posted in Digital Media, Marketing & Promotion.

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34 Comments on "Are You Committing These E-mail Sins?"

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3 years 10 months ago

Forgive me, email address book, for I have sinned. Thanks for the MAilchimp link. I’m signed up already.

3 years 10 months ago

easiest thing in the world is to delete an email & forget about it

3 years 10 months ago

Totally agree, and I have committed at least one of these sins in the recent past, too, and learned the error of my ways.

I also hate when people “invite” me to an “event” on Facebook that is not actually event but rather a promotion for something. I don’t care if it’s free. It’s a promotion. S T O P =)

3 years 10 months ago

I’ve committed those sins. Forgive me.


3 years 10 months ago

I have some questions that will show my newbieness at this: 1.  I’m blogging on WordPress and have a “subscribe/follow” option.  Should I also make sure the blog itself includes an “unsubcribe/unfollow” option for those who aren’t wordpress users and get posts delivered to their inboxes? 2.  How is it best to handle FaceBook marketing techniques?  For example, in an effort to consolidate and professionalize, I have a Facebook page for my blog and recently sent out an invite to like the page to most of my FB friends who hadn’t liked it–I knew some of my FB friends were… Read more »

3 years 10 months ago

Absolutely spot-on, Jane. This is an issue I confront quite often with my authors. I find the technique of using a personal email address to send mass-mailings from to be especially devious and disconcerting.

3 years 10 months ago

Bless you! I needed to be reminded of this, and thanks for the mailchip link.

3 years 10 months ago

Good topic and great information. I don’t see how to unsubscribe from your blog. Is the unsubscribe link  there and I’m just not seeing it? I look forward to the FB discussion. Thank you.

3 years 10 months ago

 Great post Jane!  Is it okay if I write an article on my blog and then
post the link on Facebook and Twitter, or is this considered spam?  If
so, do you have other suggestions for alerting potential readers to our
blogs???  Thanks, Robin

3 years 10 months ago

 Great question, Robin. I await the answer from Jane.

3 years 10 months ago

 No, but I have e-mailed people back to warn them about the reputation hazards of sending out such things. I try to keep it cordial so they’ll learn, and in my experience they do always at least remove me from the list, if not stop altogether.

3 years 10 months ago

When I started my blog, I send a link to it in a mass facebook inbox to people I knew were interested in my writing. Of course, I made sure to do it on facebook because it gives them the option to ‘leave the conversation’, and I try to make sure I say every time I post a new link to a new entry, ‘IF YOU DO NOT WANT TO CONTINUE RECEIVING THESE MESSAGES, PLEASE LEAVE THE CONVERSATION! YOU WILL NOT BE JUDGED!’ They listen, and most of them have stayed, so I’m happy and I don’t feel like I’m spamming… Read more »

3 years 10 months ago

Thank you for pointing this out.  Who knew?  Suitably chastised here in Africa.

3 years 10 months ago

Well, some of this is a little disconcerting and has made me rethink. I send email messages from my personal address because I personalize them. People in my address book are family, friends, readers or class attendees who signed up to receive emails from me for events, etc. in their area  And when it’s time for me to send something, I spend 2-3 days going through my entire list—is this something this person will want to hear about? Be able to attend? I personalize each one, although they’re grouped, because just like I don’t like getting e-greetings that say, “Love… Read more »

3 years 10 months ago

Thanks for reminding me of this sin.

[…] is an e-mail newsletter provider that Jane has often recommended, and I recommend it too. You can use MailChimp for free as long as you’re under 2,000 names; […]

2 years 20 days ago

There is (usually) a very way to stop receiving unwanted mass mail when an unsubscribe feature isn’t offered: BLOCK the thoughtless jerks. I take those sins seriously. Zero tolerance and zero patience. I’ll block anyone’s e-mail address or account who spams/mass e-mails me more than once (of course mass e-mails like newsletters/blog updates are acceptable if I’ve opted in, but if I get them automatically just through site membership not okay). I often use fake or disposable e-mail addresses online to avoid getting bothered. I’ve even blocked friends who send nothing but impersonal chain letters or other mass forwards. The… Read more »