Much like Wendy Roth, I often am still left explaining to clients how they should use email marketing. It’s still incredibly tempting to look at a big fat juicy database, stuffed full of yummy email addresses, then blast out a one size fits all email.
In her article on iMediaConnection, which I strongly recommend reading, she makes it very clear how and why businesses need to re-evaluate their approach to data.
The new email list-building rules – iMediaConnection.com.
It’s never nice to think that after a lot of hard work to acquire new email addresses, a company should offer customers a chance to simply opt-out. But that is exactly what they will do if you start sending them emails. Worse, if they don’t un-subscribe as they should and keep getting more, they actually start to resent the business.
It’s always better to bite the bullet sooner rather than later and get a quality database, rather than just a quantity one.
Does it ever seem like you have more people unsubscribing to your newsletter each week? Newsletters don’t have to be the same continuous messages. They can in fact be anything you want them to be!
