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.
