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Roadblocks for Delivery
Posted on November 17, 2004 by Sarah Eaton.
Email marketing dead? No way. Not when, as Brad Wendkos says, "...email marketing still returns the highest ROI of any direct marketing medium and business is good for providers and clients alike."
Expanding on yesterday's post theme, Wendkos tells it like it is when it comes to potential delivery problems in this Reveries article.
A word to the wise before you dig in--his solution is his software. That might not be your solution, but you should be aware of the deliverability barriers he lists.
November 17, 2004 in audio publication, award winning blog, Business editorial, Business relationships, Company publication, Corporate publications | Permalink
Comments
PRIVATE AND CONFIDENTIAL,
DEAR MADAME,
I AM WRITING THIS LETTER TO SOLICT YOUR HELP IN A TOP SECRET TRANSACTION OF GREAT MAGNITUDE. FIRST, I MUST HUMBLY REQUEST YOUR STRICTEST CONFIDENCE.
I AM MRS. MABEL WUKUKA, THE DAUGHTER OF THE LATE GENERAL MANCHUK WUKUKA, FORMER HEAD OF THE MILITARY REGIME IN THE FEDERAL REPUBLIC OF NIGERIA.
AT THE BEQUEST OF MY LATE FATHER, A SUM of US $45 MILLION WAS DEPOSITED IN A SPECIAL ACCOUNT. HOWEVER, BY VIRTUE OF MY POSITION AS A CIVIL SERVANT, I CANNOT RELEASE THESE MONEYS.
I THEREFORE SOLICIT YOUR ASSISTANCE TO FREE THE TRAPPED FUNDS BY TRANSFERRING THEM INTO YOUR ACCOUNT.
...
Okay, if this message doesn't have a familiar ring to you, you simply don't have an email account. The Nigerian SCAM, along with other get rich, email messages have created one of the greatest roadblocks to successful email marketing. This roadblock is erosion of trust. (OKay the image of a "roadblock" isn't quite the right metaphor for the concept of erosion - but you get the idea.)
How many times have we opened an email, sensing that the message was from a friendly - someone with whom we wanted to communicate - only to find that this was someone with whom we'd rather avoid.
There's something more evasive about receiving undesired messages in my email box rather the postal mail - something closer to having an unwanted guest at my front door.
After a while, you want to just lock the door - You lose trust, and suspect any message that's not from an individual you already know.
How can an e-marketer build back that trust? Many ways, but it requires much more finesses than simplying running a mechanical SPAM buster program.
Posted by: Susan | Nov 22, 2004 3:03:22 PM
Email Marketing has drastically changed. It isn't dead, however it is a lot more of a challenge than once before.
I do agree with Susan.
A successful email compaign includes building trust and respect before the first sale can ever be mentioned.
Even if it means giving away information or service that would normally cost money. If you know how to make your customers anticipate your next email, then your mailbox will become full of orders and you won't have to worry about being accused of SPAM.
Posted by: Charles D Ashmore III | Nov 23, 2004 2:44:52 AM
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