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I think you nailed it. Email blasts / spam from individual companies can get annoying and will usually get deleted. However, I don’t mind it at all when ads are riding alongside content from brands I trust. In fact, if they’re relevant to the content, I appreciate the ads.
E-mail blasts create work for the recipient. Advertising in print does not. Simple concept, but good article. Kudos!
Good article Julie. I would like to point out one important fact related to this…
FACT: There’s a BIG difference between spam (unwanted email) and building a permission-based email list (emails people actually want to read).
If you can figure out how to write emails in a way that adds value to the reader’s life then you are on to something big. It’s really not a new concept (helping and serving people) but simply a new way to do it.
Personally, I think one of the most overlooked aspects of marketing today is the importance of a personal connection. People get all starry-eyed when they see the latest shiny thing and quickly lose sight of the big picture. When our primary focus and goal is to serve people then we can decide which communications tool will allow us to accomplish that the best.
Thanks for starting this discussion Julie!
Thanks for the comments! Josh – great insight about the ‘latest shiny thing’. You’re so right about permission based email and providing content that people actually want to read. I personally rely on many.
With over 100,000 email addresses of loyal subscribers in our database, I wouldn’t have much credibility if I discounted the value of delivering content in any way readers want to receive it:-) We absolutely respect our community however, so we’d never SELL customer emails and information. Or HIDE the fact that we were going to in pages of legalese you have hit ‘agree’ to. That’s so uncool! It’s not only blatant spam, but that ‘sneaky’ permission based spam I was thinking of when I wrote the blog post.
I appreciate you taking the time to write. Here’s to helping and serving people, my friend!
Thanks for clarifying that Julie. Yeah spammers are downright obnoxious. But permission based marketing works great! I’m looking forward to reading more of your articles!