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 The Difference between Email Marketing and Spam is Permission (You should have it before you send) Share
By: Brian Evely
Evely Media
When you use email marketing in your marketing mix, you must be cognizant of the effects that may, or may not, rise with your reader. You do not want to send a message that is not wanted, or even worse, you do not have permission contacting that person in the first place. The rule of thumb is that you should only send emails to people that reside on your database that was collected first hand. However, there are exceptions to every rule. In the age of ‘opt-in’ marketing (where you give permission to be solicited via email), exist many avenues to prospect potential clients, outside your own database of clients. A Third-party opt-in collection company is one that readily comes to mind. The service that they offer is unique. Their focus is to build a list of people wishing to receive information in certain categories. You can purchase the list, or rent it (a more common practice) where you can email ‘opted-in’ recipients your message through the Third-party email collection company. The benefit to this marketing strategy is that you indirectly have permission to send information to this group of people. However, there is a fine line to whether this practice is a sound option, or an annoyance, that is the judgment call that you face. It depends on the content of your message. You should avoid at all costs, any email list that you can acquire that has “20 million valid addresses”. These are definitely not permission based. Your best option is to purchase a business directory with contact information included. These are permission based, due to the nature of the listing. There are intended to increase a company’s profile and you have to submit your information in order to get listed. The idea behind these lists is to expose the company advertising, or the company listed, to new prospective clients. However, there is nothing wrong with sending information to a company that may be able to use your products or services, which they may be able to save money or increase their competitive edge. Use your discretion on what you think businesses may use. The bottom line with email marketing is if you have an on-going, or newly formed relationship with the people on your list, the increased chances that your message will be read and perhaps acted upon. After all, that is desired effect you wish to raise on your reader or audience.
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