Email Marketing: The Unusual Mistakes
We agreed that e-mail marketing or newsletter is one of the most powerful and effective tools to achieve the goal of achieving voluntary subscribers, through the retention process, become regular customers of the services and products we offer in our websites. Now, in another sense, we agree on what not to do when using this tool.
The first thing to say, and is the most important thing is that all newsletter subscription has to be voluntary. If you created yours and you are sending to all the contacts he had in his list, but some of these people have requested it explicitly, that is ‘spam’, that is anti-marketing. Not only makes sense, but can be detrimental to your business. We all know that there is nothing more annoying to open the inbox of your email account and find it packed with unsolicited messages, even worse, we do not want to receive.
Consider this: if my posts have to do with marketing or Internet business, it is meaningless to them by these messages to those who, for example, do not read Spanish. Neither makes sense that I send marketing information on the Internet when the true interests of these people are the kitchen, electronic games or sports. Why flood the emails of these people if in the long run, never will buy my products because quite simply not interested?
So the first rule to be applied when creating a newsletter is to agree to be solely and exclusively by voluntary subscription. And do not eat story or fall into a temptation for some is irresistible: buy a CD or DVD with an alleged database with real emails, classified by categories. On the one hand, it is common that most people do not get the information you send, because the accounts do not exist or are disabled. Also, what sense does it cause any upset to a person who receives information not requested? You and I know how annoying is the ‘spam’.
To me, in particular, causes me great discomfort in different ways. For example, it makes me waste time and that lost time means lost money. Furthermore, it is a minor detail, the ‘spam’ is illegal in many countries. In the U.S., specifically, need to be rules at the time of sending newsletters, or otherwise you can be fined. The same happens in Spain. In some other places, the law is lax or simply does not exist, but that does not mean that spam is valid or accepted.
On the other side, so it is not illegal, it is clear that the ‘spam’ goes against the rules of Internet etiquette. And that’s a problem that you and your firm can produce severe headaches, or worse, loss of effort and money. Since the main function of the newsletters is to establish a relationship of trust and credibility with that prospect to a customer you want to convert, no more inappropriate than bombard you with spam, that is, information that he, voluntarily, not have requested.
In conclusion, it is preferable that our subscriber list is not very large and so, instead, be made by customers who voluntarily agreed to receive the information we have prepared for them. This is the first step to begin the process of loyalty, that is, to cultivate those relationships that, over time, as the trust and confidence grow, will result in the purchase of services and products we offer . For they say that a bird in the hand is worth two in the bush, but I assure you, from my experience, that the only way to make money is when subscribers, indeed, are volunteers.