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May 13 Posted 1 year 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.