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(Basics / List mgmt) The Importance of Expectations
Derek Harding outlines two of the biggest traps that marketers fall into when building their house list of email addresses; being too vague about what they send people and how often, and being too slow with that first communication.
The result, he says, is a mismatch between recipient expectations and what you send them. The result -- cue scary music -- is spam complaints from your opt-in subscribers. Whoops.
Harding then offers some solid practical advice on how to get the expectation balance right.
Derek Harding outlines two of the biggest traps that marketers fall into when building their house list of email addresses; being too vague about what they send people and how often, and being too slow with that first communication.
The result, he says, is a mismatch between recipient expectations and what you send them. The result -- cue scary music -- is spam complaints from your opt-in subscribers. Whoops.
Harding then offers some solid practical advice on how to get the expectation balance right.
Permalink | November 03, 2005 |
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