Responsible Marketing is More Successful
Spam is often compared to the paper junk mail we get, but really it’s much worse than that.
Think about it. When is the last time you’ve received postal mail from someone illegally selling prescription drugs?
Of course you’re not sending that type of email, but if you’re not taking the right steps, your subscribers might group you in with people who do.
The Scourge of the Internet
Usually when we remind people of why not to send messages that resemble spam in ways that might seem minor to them, we’re focusing on some aspect of the deliverability of email.
But it also can affect another factor businesses rely on: how subscribers judge your brand.
Think about it. If email readers were surveyed about what a spammer would remind them of most in the “real world”, many would probably name some sort of shady character, like a convicted felon.
Can you begin to see why this can spell bad news for an unscrupulous marketer, even with good intentions?
The Path to Marketing Success
In “Responsibility”, Seth Godin implores marketers to stand behind the ethics of what they’re selling. He also claims that responsible marketers tend to be more successful.
Successful branding that leads to sales is a process that requires trust. “
Working with thousands of customers, we would tend to agree, especially for email marketing.
Why? Successful branding that leads to sales is a process that requires trust.
Meanwhile, sending email that resembles spam quickly wipes out any established beneficial relationship. It converts potential customers into people who feel like spam victims.
Needless to say, they’ll probably never consider a purchase again.
What is Your Stance?
Responsible email marketing isn’t just about being an upstanding citizen in cyberspace. It also relates to the success of your campaign.
Is your email campaign as far from the line of spam as it can be?
- Are you using Confirmed Opt-in?
- Is your campaign truly permission based?
- Do you send only the information subscribers gave you permission for?
Or are you living on the edge, teetering towards ruining all of your work?