We, as a people, are pretty fed up with SPAM. Our email inboxes filter it out for the most part. If we didn’t ask for it, we certainly aren’t going to read it. Let alone click on it and send money to the company that sent it to us.
In fact, sending me unsolicited marketing emails is a pretty good strategy if you are looking to rub me the wrong way. So why are so many marketers still buying email lists? While you may see some short-term gains, odds are that you will damage your e-reputation irrevocably by continuing this practice.
For every one person that clicks through to your campaign, you had better assume that there will be 10 marking your campaign as SPAM in their email client. Did you know that this could affect future deliverability of your emails? Email service providers like Gmail, Yahoo mail, and corporate mail servers monitor this behavior and start to hide your messages from other users who haven’t even marked you as spam yet.
So what’s the alternative?
Offer valuable resources on your website that your ideal customers will gladly sign up for.
Let’s say that after you read the article about how to build a birdhouse, there is a kind offer to have a pre-built shopping list sent straight to your phone along with detailed diagrams and step by step instructions on the proper building techniques for your birdhouse. That’s a pretty compelling offer right? I’d gladly sign up for that, and would not mind receiving information for related projects from the hardware store because they helped me out when I needed it. The hardware store now has permission to speak to me, and I won’t be marking their messages as SPAM.
Instead of spending money on a list of people who don't know you, start cultivating a permission-marketing list. These are people who opt-in to your messages in exchange for valuable content and expertise. Invest in a great lead nurturing system and a CRM to help send relevant messaging that your audience will actually want.
As things change, some others stay the same.
The way we get our information as consumers has evolved dramatically over the past seven years. But some things don’t. We still focus on doing business with people we know, like, and trust. So stop cutting corners, and start spending your dollars more wisely. The content you invest in becomes a sustainable asset that will only grow in value over time.