You shouldn’t be misled into abandoning email marketing for Twitter or other social media outlets. When done correctly, email marketing is a powerful way to communicate. Following the rules of email etiquette and anti-spam guidelines is the only way to go. The best way to do this is to ALWAYS ask for permission.
Here is a simple truth: A form of marketing may not always help you…but it should NEVER hurt you. Getting labeled as a spammer can cause you, and your brand, significant damage.
Person Based Email VS SPAM
Person based emails are those that an individual uses. It is usually associated with the individual’s name or nickname. Sending mountains of messages to info@ or sales@ addresses will likely end up in a blacklisting of your email account and domain name. If you are a prince in Nigeria that may not matter, but if you are trying to build your legitimate business, just don’t do it. Use person based emails that have granted you permission to contact. There are many ways to accomplish this, but that’s a subject for a future article.
The Value of a Permission-Based Audience
Beyond avoiding the dreaded blacklist, using a permission based email lists provides you with more quality contacts. These are people who have some knowledge of what you do, what you offer, and have an interest in learning more. It is the difference between making cold calls and having prospects call you. They have already shown some level of interest and that has terrific value.
Your Open Rates and Response Rates Improve
Because your list is somewhat “qualified”, you will get a better response than you would if you targeted some open list of unknown contacts. You will be able to decide what your contacts have in common and what interests them. This gives you the ability to provide information they will seek out.
Finally, why would you even want to take a chance of being deemed a spammer? There is little upside and a deep downside. Spam messages are a wasted effort that can hurt you and your brand. At the end of the day, do you appreciate spam in your inbox?