Low Risk Email Marketing
E-mail marketing is a very lucrative business, but so many people are terrified of being labelled ‘spammers’ that many of them simply avoid using this marketing tool. Some business pundits state that spamming is unethical and robs people of valuable time and money, others do not. All agree, however, that e-mail marketing can be a risky business if it is not done properly.
Because of the thing that spam is so widely abhorred by anyone who uses the internet, you have to be careful how you market your goods and services. You want to avoid getting labelled as a spammer so that you do not lose your credibility or company. And you would prefer not to get the hate mail that goes with it, especially if you should happen to cross the path of a computer savvy person who knows how to write and send e-mail bombs. Those can botch up your day real fast.
You also have to be careful about how your ISP "looks" at spammers. Your very innocent and permission based marketing campaign could be misconstrued by them as unsolicited commercial e-mail. If they do not allow that time of traffic on their network, they could not only shut down your e-mail account, they could shut down and remove your website from their server, leaving you standing there wondering what just happened.
So how do you go about reducing the risk of being labelled a spammer and still use e-mail marketing campaigns to bring in revenue? Take a look at this e-mail marketing hierarchy of risk that was developed by an e-mail marketing consultant. It shows ou the methods of e-mail marketing from the worst – thing that will definitely get you in trouble – to the best.
- Rented spam list
- Homemade spam list
- Targeted spam list
- One-time unsolicited invitation
- One-to-one cold canvass
- Rented opt-in list
- In-house opt-in list
As you can see, using a bulk e-mail company to get your mailing list is definitely not a good idea. Most of the names on the list probably do not give the company permission to send them mail. Building your own list isn’t a good idea either. As you move down the list, you see where things go from ‘unsolicited’ to ‘solicited’. Solicited e-mails to one-time unsolicited invitations – when well crafted – could work out very well for your company. The key to your success is making sure you have permission to e-mail recipients. Having permission, your messages cannot be labeled as spam as long as they both are relevant to the information the reader wants.