When you cook a burger, you will need to cook both sides of the burger thoroughly in order to ensure that it is safe to consume, as well as actually pleasing to eat. If you successfully cook a burger on one side for the period of time that is actually required and fail to do so for the other, you do not have a half-good burger. Instead, you have a burger that is not properly cooked and if it were to be presented to a person for consumption they would probably reach for the nearest bin to dispose of it.
In other words, we have an item that is "all or nothing." The same can be said of email marketing with Facebook for a failure to respect and achieve the basic minimum standards of quality for an email message will mean the entire message is tainted. This may seem unduly unfair and harsh, but given the woefully short attention span as well as limited level of patience internet users have, such an attitude is a healthy one to adopt.
One of the most surest ways of alienating people when sending them an email is to spam them. Spam them refers to unsolicited or "junk" (e)mail and can manifest itself in a number of ways. If you send an email to an athlete about prosthetics, or an email about alcohol to a Muslim then you will annoy them and so they will not be liable to read your email. In the first example, the recipient probably will not read the email because it is of no relevance to them whilst in the second it is an item that is actually offensive to them.
What both examples share is that the customer has been alienated and business resources, i.e. time and money have been unnecessarily expended for little to no return. Avoiding spam is not only good business practice because it means that you do waste messages on people who are simply not interested, it also means that you will not leave yourself wide open for litigation.
The law has cracked on internet marketing and has introduced a number of strict policies concerning the usage and control of email marketing, even on websites such as Facebook. A company can find itself in hot water with the law for non-compliance and so can be fined rather large amounts of money for spamming customers. Therefore, irrespective of where you choose to conduct your email marketing, please ensure that you are aware of your legal obligations and commitments.
A sure fire way for your messages to be treated and considered as spam is if you fail to include a title or subject for your email message. If there is no title then this will mean that your message will be perceived as a potential threat and as such, will be summarily deleted. Some business owners deliberately do not include a title for their email messages in a poor attempt to court the curiosity of the recipient and therefore encourage them to open the message.
Sadly, this does not work and as noted earlier, is entirely self-defeating as well as counterproductive.
The title is perhaps the most part of the email for it is the first thing the recipient will see whenever they receive the email and furthermore, the effectiveness of the title will have a direct effect on whether or not the recipient will be willing to read further on.
Make sure that the actual body of the email does not bombard the recipient with dry, overly academic details, nor with aggressive sales pitches. When it comes to making a selling statement, less is definitely more, so let the recipient make their own decision rather than you leading them by the nose.
One last point: make sure you proofread all emails before you send them out!