I think we should have a new category for emails we receive – requested spam . These emails are not true spam – we ask for them – but we didn’t really know what we were getting into when we opted-in, nor do we have the ability to fine-tune our settings to receive emails at just the right intervals.
Email is an incredibly cost-effective, green, response-generating medium, and by implementing best practices , marketers are now delivering real value to their customers via email. But now i think we need to figure out how to turn all that requested spam into requested content.
To address this challenge, marketers need to focus on where to be flexible, and where to be rigid. Being flexible in allowing us to opt-in to a frequency that suits them , and allow us easy re-setting of this counter. Being rigid in sending us content that is deeply relevant – at a reasonable frequency, or, saying "NO" to "spray and pray" when sending us messages, in the hope that a small % of us will respond or buy.
Given the economics of email marketing, paying us this attention and showing restraint in blasting emails will require further discipline and a possible re-thinking of what constitutes"success" when organizing an email marketing plan. It’s in the marketers interest to do so…
…after all, we’re not really reading our requested spam.
Comments are closed.