Latest posts | Feed | By Mark Brownlow on December 14, 2005
Reflections at 1000
According to my blogging software, the last post was the 1000th published here at Email Marketing Reports.
The first post went up June 25th 2003 and was titled, "The Email Deliverability Crisis."
Has anything changed in the intervening 2.5 years? Yes, and for the positive. For example, deliverability is still an issue, but one that seems increasingly under control. And while spam isn't set to go away soon, its presence in the inbox diminishes daily as anti-spam tools get better.
In a sense that gives email marketers a second chance.
In recent times, too many organizations were lulled into email marketing complacency and laziness. Broadcast email was cheap. And there was the curse of Can-Spam legislation.
I say curse because it took away the emphasis on permission from a marketing and human perspective and refocused it on permission from a legal perspective.
The outcome? Recipients jaded by torrents of "spam", both from spammers and from "legitimate" marketers sending irrelevant and unwanted "solicited" mail.
If marketers are to take advantage of a new and improved environment for email, then they need to refocus on that idea of permission from a human and marketing perspective.
You do not solicit permission before adding an address to your list to satisfy legislative requirements. You do it because it makes it a better list. Because it's the right thing to do for both recipient and sender.
At the core of successful email marketing is the idea of respect for those getting your emails; long-term success depends on giving recipients relevant and valuable content. And permission is part of this respect.
Success in the war on spam offers legitimate email marketing a golden opportunity. Let's get it right this time.
According to my blogging software, the last post was the 1000th published here at Email Marketing Reports.
The first post went up June 25th 2003 and was titled, "The Email Deliverability Crisis."
Has anything changed in the intervening 2.5 years? Yes, and for the positive. For example, deliverability is still an issue, but one that seems increasingly under control. And while spam isn't set to go away soon, its presence in the inbox diminishes daily as anti-spam tools get better.
In a sense that gives email marketers a second chance.
In recent times, too many organizations were lulled into email marketing complacency and laziness. Broadcast email was cheap. And there was the curse of Can-Spam legislation.
I say curse because it took away the emphasis on permission from a marketing and human perspective and refocused it on permission from a legal perspective.
The outcome? Recipients jaded by torrents of "spam", both from spammers and from "legitimate" marketers sending irrelevant and unwanted "solicited" mail.
If marketers are to take advantage of a new and improved environment for email, then they need to refocus on that idea of permission from a human and marketing perspective.
You do not solicit permission before adding an address to your list to satisfy legislative requirements. You do it because it makes it a better list. Because it's the right thing to do for both recipient and sender.
At the core of successful email marketing is the idea of respect for those getting your emails; long-term success depends on giving recipients relevant and valuable content. And permission is part of this respect.
Success in the war on spam offers legitimate email marketing a golden opportunity. Let's get it right this time.
[This post brought to you by Campaigner Email Marketing]
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