Even the best internet marketers may be occasionally tempted to go the email spam route. It doesn’t matter how well you’re doing or how spectacular the results, it only takes a lull or drop in business to trigger the desperation response and make otherwise lucid and intelligent individuals begin debating the merits of the cyber equivalent of a shotgun blast.
It’s only natural, I mean, more is better, right? The more names you get your brand in front of, the more lucrative the result, right? Can email spamming always be wrong? Or would it be okay to try, just this once? Before you load up and press send, read on. Hopefully it will change your mind.
For starters, none of us like email spam. We have to wade through enough of it on our own, and we know firsthand that it doesn’t get read and is nothing more than fodder for the delete button. So keep that in mind when you start thinking about inflicting it on others. But if you require an itemized list of reasons:
The Inevitable Response. Some people get down to their basic instincts pretty quick when it comes to spam, and the response they send you can be ambivalent at best and frightening at worst. In short, you’ll make a lot of enemies with this approach. Count on it.
The Technological Fallout. In this age of the internet, some people respond to spam in a more substantial way, namely the shutting down of your e-mail, your server, and quite possibly your ISP. You may also see issues with your phone and fax lines. Abuse is one thing, but the disruption of your ability to even conduct business is a whole new level.
Big Brother Is Watching. Most ISPs have policies against spamming. Get caught and don’t be surprised if they shut you down in short order. You’ll lose your internet access and quite possible access to your web site. It only takes once or twice before your business is irrevocably damaged.
Ethical Compromise. Email Spam is universally recognized as the lowest common denominator when it comes to e-mail marketing. It has a blanket negative connotation, and with very few exceptions, it is not going to be received positively. Granted, it is more expensive to utilize direct mail, radio or TV ads, magazines, newspapers, telemarketing, etc, but they are legitimate, straight up methods of marketing, and well worth the investment. Spam is a classic example of trying to get something for nothing, and of course we all know how well that normally turns out.
Legal Eagles. Some states have anti-spam policies. Is hitting the “send” button really worth ending up in a court of law or having to pay out enormous fines for pole vaulting over that legal line? ISPs have historically been able to make really good, solid cases against spammers, and the judgments passed have been, shall we say, considerable.
Your Professional Reputation. At the end of the day, a company’s success is by and large built on their reputation and good standing within the community and their industry. Garnering a reputation as a spammer drives every possible nail into the coffin of your good name. All you have to do is look at any major company such as Google, Facebook, GM, Delta, Wells Fargo, AT&T, etc, and see how many spam e-mail marketing campaigns they send out. Think on that for a minute.
Not Knowing Your Enemy. Companies that provide email lists for spamming purposes aren’t exactly the top of the food chain themselves. You may purchase a “targeted list” but in fact you may never know if the e-mails were ever even sent. Trying to hold the company accountable turns into an exercise in futility, with your phone calls going unanswered and no way to track down the people in charge who can tell you where your list went.
Guilt By Association. Much the way unscrupulous car salesmen forever tarnished the reputation of the automotive sales industry, so have spammer left a sizeable black mark on the marketing industry. It’s said that if you aren’t a part of the solution, then you are part of the problem. Participating in email spam guarantees that you are nothing more than part of the problem.
Profit Margin. I don’t care how many people take part, have you ever met anyone, from any company, that can show you some demonstrable success from a spam marketing campaign? I’ll make it easy for you, you won’t find it. True, the spam providers that make these e-mail lists available may be making money hand over fist, but for those of us trying to promote our products or service, there are no winners.
Make no mistake e-mail is a fantastic tool, one that can be used to great success in getting your message across to the masses. However, it also comes with a great deal of responsibility, taking care to make proper use of it and use it within acceptable parameters. Making sure your messages are properly targeted to the appropriate groups, and including luxuries such as “opt out” buttons are highly recommended. It may take a little longer, and there is still no guarantee of a major return on investment, however, your clients will see it as an example of your willingness to operate above board and by the rules.
