Email Marketing News
Spammers in Disguise - Email Irrelevancy |
21 July 2009 |
Spammers are renewing their outlooks, yet the essence is the same. Companies obtained customers' approval to be on mailing list, yet the trust is abused for splashing out irrelevant emails with containing irrelevant information to customers. But the audience is cleverer and more experienced. If Shakespeare's Feste can ever experience the era of spam and new spam, he would probably greet the spammers with his famous line - "better a witty fool, than a foolish wit" - to advise them to be make good use of the sophisticated human intelligence on promoting businesses.
Hardly will anyone disagree that email marketing is one of the cheapest ways to spread business messages. However, the unprofessional execution of email marketing is dampening the cost-effectiveness of the tool. Imagine the daily encounter with a thousand of unwanted information that block your way to important emails - it is like hunting for the lost treasures amidst tones of digital scum.
Ever since Bill Gates manifested the birth of creative capitalism in 2008, or even earlier than that, the consciousness about corporate social responsibility (CSR) is stronger than ever. The ethicality and reputation of businesses affects directly their sales performance. Instead of being welcomed as useful information providers, unskillful emailers will only be marginalized as private space intruders if they cannot control their click-and-send addiction.
Yes it's cheap and profitable - research shows that email marketing effectively attracts offline purchase and a return of $500 for every $1 spent, still marketers should spend wisely, and ethically. Building a respectable reputation before worrying about your sales can earn you more than the 500:1 ratio.
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