When will your customer call you a spammer?
Email marketing continues to get a bad rap.
Small business executives get so much spam in their own in-box that they figure an email marketing campaign will be a waste of time-- or worse-- their company will develop a reputation as a spammer. Being cautious is wise, but I feel avoiding email marketing completely is a mistake.
In today's Email Insider newsletter Eric Sass mentions the three most common types of consumer complaints about email marketing. They make sense to me:
- The subject matter isn't relevant.
- The company sends too many emails.
- The email links to shady websites (spyware, for example.)
The bottom-line? Build an email list yourself, with real clients and prospects, and respect their time. Follow these guidelines and you can leave the SPAM on the dinner-table...or on the shelf at the supermarket.
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