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(Strategy) When E-mail Is Ill-Advised
Melinda Krueger suggests email isn't the best way for small and midsize professional services to reach prospects.
Her reasoning (you can't just send email to people on spec) is fine. But the advice might be misleading - there's no mention of developing an email list of prospects through standard permission-based acquisition practices.
After which email -- particularly email newsletters -- becomes an ideal way for small and midsize professional services to reach prospects. Just not as the very first contact interaction (which is Melinda's point).
Otherwise you're throwing the baby out with the bathwater.
Melinda Krueger suggests email isn't the best way for small and midsize professional services to reach prospects.
Her reasoning (you can't just send email to people on spec) is fine. But the advice might be misleading - there's no mention of developing an email list of prospects through standard permission-based acquisition practices.
After which email -- particularly email newsletters -- becomes an ideal way for small and midsize professional services to reach prospects. Just not as the very first contact interaction (which is Melinda's point).
Otherwise you're throwing the baby out with the bathwater.
Permalink | December 06, 2005 |
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