Summary
The consensus is that including a "you've received this email because..." message or similar explanation is generally a good practice, especially in contexts like COVID-19 related emails, onboarding sequences, and within GDPR guidelines. It enhances transparency, builds trust, reduces spam complaints by reminding subscribers why they're on the list, and sets expectations. However, relevance and clarity are paramount: the email's purpose and the recipient's benefit should be immediately clear. This message is not a substitute for core email practices like authentication (SPF, DKIM, DMARC) and list management. There is a caution that certain phrases related to this may have triggered spam filters in the past, and a suggestion that alternative messaging or disclaimers may sometimes be more effective.
Key findings
- Enhances Transparency: A 'you've received this email because...' message increases transparency by explaining why the recipient is on the mailing list.
- Builds Trust: Clearly stating the reason for the email fosters trust with subscribers.
- Reduces Spam Complaints: Reminding recipients why they're receiving the email can reduce spam complaints by jogging their memory of signing up.
- Supports Compliance: Transparency aids compliance with regulations such as GDPR by clearly outlining the basis for communication.
- Relevance is Key: The email content should be relevant and clearly explain its purpose and benefit to the recipient, answering 'What's in it for me?'
- Improves Deliverability: Reminding recipients why they are receiving your emails improves deliverability, reducing the likelihood of spam flagging.
Key considerations
- Not a Substitute for Core Practices: The 'you've received this email because...' message is not a replacement for essential email authentication (SPF, DKIM, DMARC) and proper list management.
- Potential Spam Filter Issues: Be aware that certain phrases might have triggered spam filters in the past (though less common now).
- Messaging Alternatives: Consider if a disclaimer or other clear messaging might be a better approach than a standard 'you've received this email because...' statement.
- Visibility and Placement: Decide where to best place the message (top, footer, preheader) for maximum effectiveness.
- Clear Communication: Prioritize clarity about the email's purpose and value to the recipient above all else.
What email marketers say
7 marketer opinions
The general consensus leans towards including a "you've received this email because..." message (or a similar explanation) in emails, particularly for COVID-19 related communications and onboarding sequences. This practice aims to enhance transparency, build trust, and reduce spam complaints by reminding recipients why they are on the email list. It is also emphasized that messaging should be tailored to be relevant to the recipients. However, there is a counterpoint suggesting that such a message might not always be necessary and that other elements like disclaimers or other messaging may work instead.
Key opinions
- Reduces Spam Complaints: Reminding recipients why they're receiving the email can reduce spam complaints.
- Builds Trust: Being transparent about why a recipient is on your list fosters trust.
- GDPR Compliance: A 'Why am I receiving this?' link supports GDPR compliance by providing easy access to subscription information.
- Relevance is Key: Ensure the email content is relevant and clearly explains its purpose to the recipient.
- Email Deliverability: Reminding recipients why they are receiving your emails improves deliverability.
Key considerations
- SpamAssassin Rules: Be aware that certain phrases like "you've received this message because..." may have triggered spam filters in the past (though less common now).
- Visibility: Decide where the message is most effective - top of the email, footer, or preheader.
- Alternative Messaging: Consider if a disclaimer or other clear messaging might be a better approach than a standard "you've received this email because..." statement.
- Clarity is paramount: The purpose of the email and the action the recipient can take should be very clear from the start of the email.
Marketer view
Email marketer from Neil Patel shares that reminding recipients why they are receiving your emails improves deliverability. This reduces the likelihood of subscribers marking your emails as spam.
20 Feb 2024 - Neil Patel
Marketer view
Email marketer from Really Good Emails responds that a 'Why am I receiving this?' link in the preheader can be beneficial for transparency, especially with GDPR and privacy concerns. It helps subscribers easily understand why they're receiving the email and manage their subscription.
5 Mar 2023 - Really Good Emails
What the experts say
2 expert opinions
The provided answers emphasize clarity, relevance, and proper email practices. Being clear from the outset about why the recipient should care and what's in it for them is crucial. While a "you've received this email because..." message can be helpful, it's not a substitute for essential email authentication (SPF, DKIM, DMARC) and list management practices. Sending emails recipients want and expect remains paramount.
Key opinions
- Recipient-Centric Approach: Focus on answering the question "What's in it for me? Why should I care?" for the recipient.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is crucial for deliverability.
- List Management: Good list management practices contribute significantly to deliverability.
- Relevance & Expectation: Send emails that recipients want and expect to receive.
Key considerations
- "You've received..." Message Role: A "you've received this email because..." message can be helpful, but it is not a replacement for other best practices.
- Foundation First: Prioritize email authentication and list management before considering additional messaging tactics.
- Clarity and Value: Ensure the email clearly communicates its value and purpose to the recipient from the start.
Expert view
Expert from Email Geeks explains the importance of being clear from the start about why the recipient should care, answering the question "What's in it for me? Why should I care?"
15 Aug 2022 - Email Geeks
Expert view
Expert from Word to the Wise emphasizes the importance of authentication (SPF, DKIM, DMARC) and proper list management practices to ensure deliverability. It's crucial to send emails that recipients want and expect, and adding "you've received this email because..." message can help, but is not a replacement for these core principles.
1 Aug 2022 - Word to the Wise
What the documentation says
3 technical articles
The documentation consistently highlights the importance of clearly stating the reason for sending emails, especially in opt-in confirmation emails and under GDPR guidelines. Reminding subscribers how they joined the list helps with compliance, improves user experience, and reduces spam complaints by setting clear expectations and preventing subscribers from forgetting their subscription.
Key findings
- Compliance: Clearly stating the reason for the email supports compliance with regulations like GDPR.
- User Experience: Transparency enhances the user experience by setting expectations and confirming subscriptions.
- Spam Reduction: Reminding subscribers how they subscribed reduces the likelihood of spam complaints.
- Opt-In Confirmation: Stating the reason for the email is particularly crucial in opt-in confirmation emails.
Key considerations
- Double Opt-In: Consider implementing a double opt-in process to ensure subscribers actively consent to receiving emails.
- Transparency: Maintain transparency about how and why subscribers are receiving emails to foster a positive relationship.
- Subscription Awareness: Remind subscribers of their subscription to prevent confusion and potential spam reports.
Technical article
Documentation from Mailchimp explains that clearly stating the reason for the email, especially in the opt-in confirmation email, is essential for compliance and user experience. It helps subscribers understand they have subscribed and sets expectations for future communications.
16 Nov 2022 - Mailchimp
Technical article
Documentation from Sendinblue says to remind subscribers how they joined your list. This helps reduce spam complaints, especially if your subscribers have forgotten that they subscribed to your list. Consider using a double opt-in process.
12 Jun 2022 - Sendinblue
