E-Mail Myths and Realities
Myth: When you send out e-mails, they all get delivered (or bounce so you know they were not delivered).
Reality: Fifteen to 50 percent may not get delivered. ISPs can arbitrarily make the decision not to deliver your mail. If you have a legitimate offer for a permission-based list, you can fight for delivery, but the original campaign is history. Since the seller rarely sends out the e-mails, he has no idea how many were delivered or opened. People change e-mail addresses constantly, especially with free services such as Yahoo! and Hotmail.
Myth: When you send out 50,000 e-mails—50,000 people see your message.
Reality: Probably fewer than 10 percent open marketing e-mail. You may be paying $50/M to $250/M for a list (includes sending out the e-mails). That means you're paying $500/M to $2,500/M for the e-mails that are actually opened. Even then, many of those people will open it, scan it and delete it.
Myth: I don't have to deal with opt-outs.
Reality: Dealing with opt-outs is a monstrous problem, especially because consumers constantly change e-mail addresses. Nothing will cause you more problems than consumers who have requested to be removed from your list, continuing to get e-mails.
Myth: Permission is legitimate.
Reality: It's a con. Permission is the first step in spam. People don't realize they'll be deluged with junk e-mail when they complete an online opt-in form. Mass e-mail list compilers are renting names and hiding the relationship between the consumer and the list owner. When you send out e-mail the consumer has no idea how you got his e-mail address. Your e-mail is received, and dealt with, just like spam. For all practical purposes it is spam. Phony sender addresses exacerbate this. By using the real sender address, very little e-mail will get opened. This is proof the consumer doesn't want to receive your e-mail messages. Phony subject lines infuriate readers. Yes, you can get them to open the e-mail, but they resent the bait and switch. And consumers have wised up to the absurd "this is not spam" messages. They're a weak attempt to hide reality.