August 16, 2010 Michael Bickerton
Recently a client mentioned to me that they completed a survey and most people answered the question, “Do you want email marketing”? The majority replied with a “No”. Surprised? I believe that if you asked most people about direct mail, telemarketing, sampling, commercials any form of marketing, or awareness building you would get a similar response.
Rarely does advertising get accredited with something positive, it’s normally given thumbs down or a negative. Yet, we all have benefited from advertising and email marketing or blast emails. All have had positive results from advertising (in all forms)! How about that deep-dish pizza or as another example the coupon that saved you 15%?
Point here. Advertising is intrusive and most don’t really like or want it, yet we all benefit … email marketing is the same.
Email is a fantastic tool, it’s inexpensive, it’s direct, it’s fast, and it can be targeted. So, let’s not throw out the baby with the bath water. I think it’s important to contribute and build a respectful conversation with your customers with email marketing as well as you other marketing projects. Use these email marketing pointers to help strengthen your email campaigns.
In this way, your emarketing and your brand will be respected and accepted as a value added addition to your customers.
Michael Bickerton, Raven5 Ltd, August 2010