May I SPAM you please?
So, as I see it a lot of people out there that have gone from standard business to somewhat “desperate” one thing that I am seeing a lot of lately is an increase in people bending the rules on email marketing.
Here’s what I’m talking about. Let’s say I meet you at a networking mixer or conference or even at the local coffee shop and we start talking business.
I give you my business card and I get yours. Pretty normal so far.
But, then I start getting your newsletter. I start getting emails from you pitching your latest cool product.
I get emails about your next workshop.
Now here’s the question… Did I ever ask for those things?
Nope! We talked and had a great conversation but never once did I ask for you to start sending me a ton of emails.
Just because we have met somewhere and I gave you a business card doesn’t mean that you can add me to your list.
See, that’s where a lot of people get it wrong. For a couple of reasons. First off, it’s technically against the rules. Since I never asked to be on the list and have not bought from you, then you aren’t allowed to add me to your promotion email list.
Secondly, when someone does that to me, I get irritated. If I asked for it, that’s fine but never assume that I want your emails.
Now, if I had bought something from you, then yes, you can promote to me. If I signed up for your list, you can promote to me. But, not if we just met and I gave you a business card.
So how do we build our mailing list and not break rules of irritate people in the process?
Simple, you can send me a single email with a link to your sign-up form. Make it personal. Tell me how great it was to meet and then ASK PERMISSION to send me more stuff.
If I’m interested, then I’ll say yes. If I’m not, I’ll politely say no.
I know it’s tempting to add those new contacts to your blast email list but think about how it can effect you in the long run. It can damage your reputation and you risk getting tagged as a spammer.
It’s not worth it. You’ll build much stronger relationships and better customers if you stick to the rules.
Photo Courtesy of Agne Kveselyte
8 Responses to “May I SPAM you please?”
Debbie
Ely,
I can’t thank you enough for writing this article.
I hope lots of people read it, if you know what I mean.
Create a Great Day,
Debbie Harward
Ely
Thanks Debbie!
Katharine
Good article, Ely, and a must read for anyone involved in online marketing!!!
Thanks!
Katharine
Ely
Katherine, thanks you for the comment! Be sure to share the link out. Trying to educate people as much as possible and save them from just not knowing better.
Ely
Dana
Ely,
While I agree with most of what you are saying there is one point I would like to make. Networking is primary here. Many people are spending a great deal of time meeting and greeting new people. Are you stating that one is supposed to make a special list each time they go to a networking event and mail out a permission request? Since the “rules” require the ability for the receiver to opt out, shouldn’t it be acceptable to add you to a list, and if you do not want my materials, you can simply opt out? I believe most if not all software removes your email address entirely from the list when you unsubscribe. You may even find that you get an interesting piece of information that you wouldn’t know about unless you took a moment to see it.
Dana
Ely
Dana -
First off, thank you for the great comment!
As networking is a key marketing tool, follow up is the part that makes the networking work. There is nothing wrong with following up with everyone you meet at networking.
But…
Let’s say I meet you at a Chamber (event or wherever) and we exchange business cards.
I have no problem getting an email that says something about how great it was to meet me and asking a few questions to get to know more about me.
Make it conversational, NOT pitchy.
Following up to build the relationships is exactly what you should do.
What I see that ruins the relationship is someone that got my card and then added me to a generic newsletter. It may be informational (though most are just “buy my stuff” oriented), but it is not a follow up. It’s spam.
The key is:
Do you know if I am even interested in what you sell?
Do I know YOU enough to even want to do business with you yet?
Do we have a connection? Commonality?
As an example:
I met a Realtor at an event about a year ago. He immediately added me to his generic newsletter.
All the newsletter does is talk about his latest deals on commercial office spaces.
I never said I wanted it.
I never showed an interest in it.
He never built the relationship.
I don’t even remember who this guy even is.
Yet I get his emails all the time.
To make it worse, he isn’t following the laws and does not have a unsubscribe link.
Because of the HOW he did it, I will never buy from him. It doesn’t matter how great the location is, I would not do business with him because he never built a relationship at all and his entire message is “You need to buy this, even if you aren’t interested and really don’t have any clue who I am”
See what I mean?
It’s I don’t mind getting emails if you are building a relationship with me but if I never said I want your stuff, don’t just add me to a generic newsletter.
Hope that makes more sense.
Thanks again and let me know if I can help in any way.
Ely
Roberta Budvietas,
Good post Ely
In today’s world, many people seem confused by what is building relationships and what is blatant selling. Just because I give you my business card does not mean you have the right to send me your sales info. I gave you my card in the hopes that we can talk further about how we can benefit each other.
Business is people and people is business. I want to build relationships which may lead to transactions or referrals. I don’t want to know your point of view unless I feel that you want to know mine.
We touched. We did not bond.We made a tentative first pass at the relationship. Do you bother your family and friends as often as you contact your list or the new people you meet? Why or why not is the question you need to get clear on.
if the power is in the list, maybe it is time to destroy the power. The power should be in the relationships and associations.
Ely, keep emailing me. Love your thought processes and respect your integrity.
Adam Hommey
Ely -
This is what I’ve been saying for over a year and a half. I take very seriously – just because someone gives me a business card at a meeting, at an event, at a 3-day seminar, whatever, doesn’t mean they’ve consented for all time to hear my message!
With pretty much everyone on social media these days, you really don’t have to. Social media even solves the “how do we keep in touch without every step being manual?” question to some degree.
Invite them to join you on Facebook and/or LinkedIn(r) and stay active in those areas. There’s a huge difference between “please accept my friend request” or “let’s connect” or an invite to my group, vs. “here’s my newsletter, if you want to keep receiving it do nothing, otherwise you can click to unsubscribe.” Unsubscribe? I’ve been around the conference circuit once or twice if you get my meaning, I didn’t feel like I was having anyone “subscribe” to me…..
Just my $0.02.
- ARH