Blog: Email marketing: welcome communication or spam?

Category: Blogging, Email Marketing

Monday May 16th, 2016

Some people are turned off by email marketing. They’re tired of waking up to an inbox full of spurious investment opportunities, proposed trysts with busty gals or adverts for the medication required to ensure said trysts go well.

They equate email marketing with spam, and I feel their pain – I HATE it when my details get shared by all those companies who swear they would never do such a thing, and I get really annoyed that only one in four buzzes from my phone is a legitimate communication.Spam

But the two are actually totally different things. Spam is a shotgun approach – sending hundreds of thousands of (illegal) junk emails in the hope of snaring a handful of unlucky victims. Email marketing is much more targeted, has legitimate unsubscribe opportunities and can only be legally done using data that carries the permission of use.

In amongst my spam emails I do get legitimate marketing emails, from companies such as Amazon, Steam or M&S, and these I open, scanning for offers or interesting updates. Sometimes I’ll click through immediately, sometimes I’ll store the information in my head and go back to the website later in the day or week to investigate further.

Email marketing software such as MailChimp allows for personalisation of the messages using proper database manipulation, and it’s well known that these emails tend to get higher levels of interaction than emails that aren’t personalised. That’s really just the tip of the iceberg, however – you can use your ecommerce data to follow up on abandoned shopping carts, you can track which links in an email a customer clicks and tailor their next communication accordingly, you can schedule different follow-ups depending on response levels and more. With automation the possibilities are amazing from the point of view of the sender and – so long as the content is genuine, interesting, and targeted at the people you’re sending to – from the point of view of the receiver too.