E-Mail Myths and Realities
Myth: If a consumer doesn't like spam, it's no big deal. He simply deletes it.
Reality: When he is deleting hundreds, soon to be thousands, of spam e-mails a day, the recipient will be furious. Enormous ill will can be created by failing to accept the reality—which is that consumers hate spam and resent companies that send it.
Myth: If you want to get off a list, you simply unsubscribe.
Reality: It's almost impossible to get off an e-mail list. This infuriates the consumer and undermines the credibility of all e-mails. Some respected advisors tell you never to ask to be removed, since that often triggers adding your name to a "hot" e-mail list since you've proven you open, read and respond to e-mails.
Myth: I can append e-mail addresses to my housefile and that's OK because these are my customers.
Reality: If the consumer is spam-sensitive he'll know he never gave you his e-mail address. And he'll resent you for sending him e-mails. The fact that I ordered a product from you by mail or phone doesn't mean I'm willing to accept e-mails from you.
Myth: My customers don't want to get e-mails from me constantly.
Reality: Customer retention is the most significant utilization of e-mails. If you've got something interesting, exciting or special—your customers want to hear from you. Although I keep hearing about "overstaying" your welcome, I know of no evidence that supports reducing the quantity of e-mails to your house list. Your customers are always looking for new information, new deals.
You're not the only one who has your customers' e-mail addresses. If they're getting 50 to 200 e-mails per day, how can you justify waiting seven to 14 days? If they receive between 5,000 and 10,000 e-mails a year, can you honestly say it's OK to send them 26, but not OK to send them 52, or 104? E-mails can, and should be, used for providing customers and prospects with valuable information. No other media allows you to do that at such a low cost.