Be Careful…

constant_contact_online_service-resized200I made a comment on a blog recently that started a big discussion.  The comment was that “spam is in the eye of the receiver.” Why did this solicit so many comments?

Gone are the days of mass mailing everyone from your Outlook address book. For those of you who want to use email as a marketing technique, you want your email list to be targeted, professional, and polished. You also don’t want to spam people or black list your email server. That’s why using a service like Constant Contact for mass emails (also called email blasts) is recommended.

The most import thing to remember about spam is:  “Spam is in the eye of the receiver.”  It is easy for anyone to mark your email as spam.  If I signed up for your emails a few month ago, but I forgot that I did; your message is spam to me.  I may even report it as spam –  AND reporting a message as spam can be as simple as one click of the mouse.

Here’s the catch with email.

If you do it right, email works to grow your business. If you do it wrong, people think it’s spam, and people hate spam. Hate isn’t one of the buying emotions, is it? So I think it’s safe to say that you don’t want people to hate your communications. In order to steer your business away from negative perceptions and towards positive ones, you need to practice email marketing, not spam marketing.

Email Marketing is:

email20mktg20at20sign… delivering professional email communications, to an interested audience, containing information they find valuable.  Let’s examine that definition:

Delivering professional email communications. ‘Professional’ means sending emails that represent the characteristics of your business visually (your brand), while delivering information that educates your audience and/or differentiates your business from the competition.

To an interested audience. An ‘interested’ audience is comprised of people who are familiar with you and your business and have asked to receive your communications.

Containing information they find valuable. If your communications aren’t valuable and appreciated by your audience, no one will want to receive them.

To Spam or Not to Spam – it really isn’t a question

People hate spam.  But they love messages that contain relevant information that they can use.

Are there emails that you get from people you know, like and trust?  Which ones do you read and which ones do you just delete?

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