NONE: ONLINE-ADS>> E-mail marketing the right way
ONLINE-ADS>> E-mail marketing the right way
Al Bredenberg (ab_at_copywriter.com)
Thu, 21 Aug 1997 10:47:48 -0700
"Michael J. Sexton" <preinc_at_mail.albany.net> wrote:
>I am not sure I understand the problem with
>automating messages. Why is it "unethical" to
>automate all of the work Andy did on this project?
>My understanding of the bulk E-mail software
>packages is that they obtain addresses (usually
>from Usenet groups) and send e-mail in bulk to those
>addresses using mail merge techniques similar
>to Andy's.
Although "ethical" considerations are an issue, many
marketers will not pass up a promotional method merely
because it is unethical or a breach of etiquette.
However, they do understand risks.
In writing, speaking and consulting on e-mail
promotions, I've been emphasizing the risks of direct
e-mail marketing, which will be high or low depending
on what method you use.
The risks of direct e-mail marketing are directly
proportional to the number of people who don't want to
receive your message.
Risks can include:
+ Technological retaliation (mailbombs and other
harassment)
+ Flames (if you don't like being assaulted with
abusive language)
+ Loss of Internet access and Web hosting services
+ Damage to the company's reputation
+ Legal action (more of a risk the deeper your pockets
are)
+ Public outcry over abuse of privacy
+ Government intervention through restrictive laws
High-risk activities could include hiring the services
of the spam bulk e-mailers or buying lists from them.
Low-risk activities could include hiring opt-in e-mail
services or developing your own in-house voluntary
e-mail lists. Other practices might fall in the middle
of the scale and engender greater or lesser risk.
I recommend this as a basic policy for low-risk direct
e-mail marketing: No one should be placed on an e-mail
list without their permission. No one should have to
ask to be removed from a list they never asked to be on
in the first place.
Al Bredenberg
Editor, The Direct E-Mail List Source
Advertise by e-mail without spamming
http://www.copywriter.com/lists/
ab_at_copywriter.com
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