Email Blasts = Spam
In discussing marketing tactics, I frequently have to explain to otherwise smart, well-intentioned people that “email blasts” are basically the same as spamming - no matter how friendly they mean to be.
If people didn’t opt-in, give you permission - then in essence you’re spamming - even if you technically abide by the Can-Spam rules, which include having your postal address in the email.
Having a biz card isn’t the same as having permission.
Having access to an email address (from a member directory, an email you received or on a web site) isn’t the same as permission.
If people sign up for an e-letter, that’s what they want to get. Not an additional 5, 10, 15 emails a month with “hot news” and “special offers.” (Your idea of “hot” will almost certainly not be the same as theirs.)
If you do want to collect names for those hot and special emails, ask people to opt-in to receive them. (And, don’t pre-check boxes for them on order and contact forms.)
P.S. If you are sending a mass mailing to people you know want the info - don’t list every single e-mail address in “To.” A lot of people don’t want their email addreses bandied about. You can send to something like “Friends of The Museum” and put the rest of the addresses in BCC.
Related Posts:
Emarketing: Toddlers With Loaded Guns
Email Marketing: One Size Doesn’t Fit All
Tags: email, emarketing marketing, marketing troubleshooting, marketing communications
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January 31st, 2008 at 8:29 am
I totaly agree with you. Even when you have permission and your content is bad, the reader will react as if your eletter was spam. Of course, legally it is ok, but yor image and goodwill will be damaged
January 31st, 2008 at 8:32 am
Good point. Content is key. If you’re sending an e-letter that’s really one long sales pitch, you just ticked off someone. If it looks like a duck, quacks like a duck…
February 12th, 2008 at 11:00 am
[…] Posts: More What Not To Do in Emarketing Email Blasts = Spam Email Marketing: One Size Doesn’t Fit […]
July 30th, 2008 at 8:10 am
[…] white paper or to look at your catalogue. Then, don’t abuse the email info. No “email blasts.” (People who download my free troubleshooter guide get only that and the monthly eletter. […]