Should You Be Email Marketing?

February 28, 2010 by  Filed under: Email 

If you want to reach thousands of people quickly and cheaply you need email marketing. In recent years it has been responsible for turning marketing practices on their head. But, as with many new innovations there are people out there just waiting to spoil the party. In the case of email marketing it is the spammers.

By filling inboxes with unwanted sales messages, spammers have made it increasingly difficult for real businesses to get their messages read. Today you not only have to create a strong message but you also have to make sure your email isn’t mistaken for spam.

What is spam?

Basically it’s unwanted email that is delivered to thousands of recipient simultaneously. It’s a bit like the question “what is a weed?” – you can argue what constitutes ‘unwanted’ until you’re blue in the face but if you receive a message from someone you don’t know trying to sell you something, it’s spam.

When to use email…

With the ever present threat of a spam label hanging over you, how do you know when to send email communications to your customers? Well, assuming you’re mailing out to a list you’ve built yourself by getting emails addresses with consent, then it’s OK to send messages in the following situations:

  • To tell your existing customers about a new offer
  • if you are delivering advice or useful information to enhance your customer service
  • when you want to keep leads warm by staying in touch
  • Following up a sales campaign (e.g. to encourage sign-ups etc).

Each of these are concerned with building relationships with your customers and keeping them up to date. You are not directly selling to them.

…and when you shouldn’t

  • Prospecting
  • Generating leads
  • Using rented lists

Each of these come under the impersonal, unwanted and down right annoying categories. If you adopt any of these you’ll probably do far more harm than good to your company’s reputation.

When looking to market your products directly it’s best to stick with your own, in-house opt-in list. By keeping in contact with them will show them you value them, and if they get that feeling they’ll trust you and will be more likely to buy from you at some time in the future.

Build your own

Creating your own home grown mailing list is quite straightforward but it can take time. To get people to part with their email address you’ll have to give them something of value. That doesn’t mean to say it has to cost you a vast amount of money. It can be an information product, ‘how to’ guide, something along those lines.

In return for their email address they get your freebie and perhaps a monthly newsletter. But make sure you include an opt-out link in your newsletter.

When gathering their details make sure you also get their permission to send them emails, tell them what kind of communications you’ll be sending and assure them you won’t be sharing their details with anyone else – that’s very important.

Before you can say Bob’s your uncle you’ll have a mailing list to market to. Just be sensible about the frequency of communications and make sure you also include some great advice and information in them – you have to give to receive.

Sally Ormond – Freelance Copywriter

Sally Ormond of, is a professional marketing copywriter, SEO website copywriter and advertising copywriting with extensive experience in both B2B and B2C markets.

To have a chat about how she can help you send an email to or call +44(0)1449 779605.

Article Source:

Sally Ormond - EzineArticles Expert Author

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