Stop Spamming Your Clients!: Best Practices for Consistent Messaging

Stop Spamming Your Clients!

As a business owner, you know how important it is to stay in contact with your clients. Whether you’re sending promotional offers or updates on your latest products, consistent messaging is crucial for building strong relationships with your customers. However, there’s a fine line between effective communication and spamming. Sending too many messages or irrelevant content can lead to a negative customer experience and harm your business’s reputation.

According to Statista, as of 2021, the global spam rate was 46%. This means that almost half of all email traffic was considered spam. This is a staggering number and highlights the importance of taking steps to avoid spamming your clients. In this article, we’ll discuss the best practices for consistent messaging and provide tools and techniques for avoiding spamming.

Define Spamming:

Before we dive into the best practices for avoiding spamming, let’s define what spamming is. Spamming refers to the act of sending unsolicited and irrelevant messages to a large number of recipients. These messages are usually commercial in nature and can be sent via email, SMS, social media, or other digital channels.

Spamming can harm your business in several ways. First, it can damage your reputation and erode the trust that your customers have in your brand. Second, it can result in a high unsubscribe rate, which means that you’ll lose valuable subscribers. Finally, spamming can lead to legal consequences, as many countries have laws that prohibit the sending of unsolicited messages.

In Nigeria, spamming is illegal and can result in severe legal consequences. The Nigerian Communications Commission (NCC) has established regulations to prevent spamming and protect consumers from unsolicited messages.

Under the Nigerian Communications Act 2003, it is illegal to send unsolicited messages or make unsolicited calls to consumers without their consent. This applies to all forms of communication, including email, SMS, and voice calls.

The NCC has also established the Do Not Disturb (DND) service, which allows consumers to opt out of receiving unsolicited messages and calls from marketers. Marketers who violate the DND policy can face fines and other legal consequences.

In addition to these regulations, Cybercrime (Prohibition, Prevention, etc.) Act 2015 also criminalizes spamming. The act defines spamming as the use of electronic messaging systems to send unsolicited bulk messages and provides for a prison sentence of up to three years and a fine of up to N7,000,000 for offenders.

Furthermore, the Nigerian Data Protection Regulation (NDPR) 2019, which was issued by the National Information Technology Development Agency (NITDA), requires companies to obtain valid consent from individuals before collecting, using, or disclosing their personal data. This means that companies must have permission from consumers before sending them marketing messages, and failure to do so can result in legal consequences.

Best Practices for Consistent Messaging:

Clearly define your target audience

Before sending any messages, it’s important to have a clear understanding of your target audience. You need to know who they are, what their interests and preferences are, and how they prefer to be communicated with. This will enable you to tailor your messages to their specific needs and avoid sending irrelevant content that can be perceived as spam. By understanding your audience, you can increase engagement and build stronger relationships with your clients.

Personalize your messages

Personalization is a key component of effective communication. By using your clients’ names and other relevant information, you can make your messages more engaging and relevant. Personalization can also extend to tailoring your message content to each recipient’s interests, needs, and previous engagement history. According to a survey by Epsilon, 80% of consumers are more likely to do business with a company that offers personalized experiences.

Provide valuable content

One of the most effective ways to avoid spamming is to provide valuable content to your clients. This can include educational materials, how-to guides, and other resources that are relevant to their interests. By providing value, you can increase engagement and build trust with your clients. This can lead to higher open and click-through rates, as well as a lower unsubscribe rate.

Set a frequency for sending messages

Determining the frequency of messages is important in avoiding spamming. It’s essential to strike a balance between keeping clients engaged and not bombarding them with too many messages. The frequency of messages should be aligned with the preferences of your audience and the goals of your business. Some businesses may find that sending weekly messages is effective, while others may only need to send messages monthly or quarterly.

Make it easy for clients to unsubscribe

Providing a clear and easy-to-use unsubscribe option is important for respecting your clients’ preferences and avoiding legal issues. It can also help to reduce the risk of spam complaints and negative reviews. A clear unsubscribe option gives clients control over their subscriptions and sends a positive message that you respect their choices.

Tools and Techniques for Avoiding Spamming

Use a reputable email marketing platform: One of the most effective tools for avoiding spamming is to use a reputable email marketing platform. These platforms can help you to manage your subscriber list, create engaging messages, and track your results. Some popular email marketing platforms include Mailchimp, Constant Contact, and AWeber.

Monitor your sending reputation: Another important technique for avoiding spamming is to monitor your sending reputation. This refers to the reputation of your email domain and IP address and is determined by factors such as the number of complaints, bounces, and unsubscribes. If your sending reputation is low, your messages are more likely to be flagged as spam by email providers. To monitor your sending reputation, you can use tools such as Sender Score or Barracuda Reputation Block List.

Avoid trigger words and phrases: Certain words and phrases can trigger spam filters and increase the likelihood that your messages will be flagged as spam. Some examples include “free,” “act now,” and “limited time offer.” To avoid this, it’s important to carefully choose your language and avoid using overly promotional language.

Use double opt-in to confirm subscribers: Double opt-in is a process where subscribers must confirm their subscription via email before receiving messages. This can help to ensure that subscribers are genuinely interested in receiving your messages and can reduce the likelihood of spam complaints.

Keep your contact list updated: Finally, it’s important to keep your contact list updated to avoid sending messages to inactive or incorrect email addresses. This can help to reduce bounces and spam complaints and ensure that your messages are reaching your intended audience.


In conclusion, avoiding spamming is crucial for building strong relationships with your clients and protecting your business reputation. By following best practices for consistent messaging and using tools and techniques to avoid spamming, you can increase engagement, build trust, and achieve your business goals.

Remember to always put your client’s needs first, provide value, and respect their preferences. By doing so, you’ll create a positive customer experience and achieve long-term success for your business.