May 13 Posted 4 years ago
I have been in social media management and online-trade for a few years now, and I have worked for some big-shot corporations. The only thing still bothering me about e-mail lists is that they usually don't take the consumer's permission first. For many people dealing with tens or hundreds of e-mail per day, the only logical first move is to mark the e-mail as spam. If I see a similar e-mail a second time, I take my time and create an e-mail filter that sends it automatically to my spam folder, or deletes it. Big scale e-mail platforms like GMail usually take this seriously, and such e-mails fall into the spam folders of their other potential customers. So, they lose the primary logic behind these e-mail lists: reaching more potential customers and being taken seriously.
When I receive a weekly digest of the news and videos from TED, it is OK. Because I already know the platform, and created an account to receive these e-mails. But selling e-mail addresses between companies is what brings the whole business of e-mail lists to hell. Companies do this because they want to reach more people and they think "any press is good press". Well, it is not. They usually use mass-mailing applications and programs to reach more people. This is also a terrible way to reach people. I didn't ask for them to buy my e-mail address along with thousands of others, or I haven't subscribed to their lists. I didn't give them my permission. So, when I meet a branch of such businesses on the street, or while I am looking for options in their line of work, I am likely to remember their businesses' names, and my bias will not be in their favor.
As long as this is done professionally, e-mail lists and subscription networks can be a great way for reaching new potential customers. However, in the wrong hands, they will ruin businesses in no time. I have seen the examples of this. Just get their permission to send e-mails, GODDAMMIT.
Webinars On Demand
May 09, 2017With all of the technologies available to marketers today, have we lost that personal touch? Join VP of Content Marketing for ON24, Mark Bornste...
April 05, 2017In the ever-changing world of digital marketing, operational efficiency, quick turn-around times, testing and adapting to change are crucial to...
Video is expected to account for three-quarters of all mobile traffic by 2020. But, creating powerful, effective video requires a significa...
Marketers are constantly seeking to engage with their buyers and drive actions that help buyers move rapidly through their customer lifecycl...