Negative brand building with email

Seth Godin compares and contrasts two different email campaigns he’s received. One is a opt-in campaign that is highly relevant to him. The other is spam, sent to two “discovered” email addresses. The whole post is very good, but there are a couple things he said that bear repeating.

There are a hundred ways to skulk around, to collect email addresses, to write clever privacy policies or to argue about whether opt-out (“you can always unsubscribe!”) is a valid way to build a brand. None of those schemes work. What works is exactly one way: making promises and then keeping them. Every person who unsubscribes or deletes or just stops reading your mail is a person lost, a negative word-of-mouth opportunity waiting to happen. […] A spam campaign feels like a smart idea, but over time, the more you use it, the less your brand is worth. A permission campaign, on the other hand, only grows in value, until it gets big enough that you can build an entire business around it.

Long term value for a email marketing program comes from sending relevant wanted mail. Sending mail people didn’t ask for and don’t want damages a brand. All the semantics in the world doesn’t change the fact that recipients don’t like or trust a sender.
Permission and relevance don’t just impact a sender’s reputation with end users. Many large ISPs listen very closely to their users when creating reputation metrics. Poor reputation with end users results in poor reputation and consequently poor delivery. Some senders attempt to argue with ISPs that their mail can’t be spam for any number of reasons. But the determination if a mail is or is not spam is not for either the sender to make. And if a recipient thinks that Brand X is spamming them that will negatively impact that brand.

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Just Leave Me Alone Already

I tend to avoid online sites that require you to register and provide information including email addresses. In my experiences companies cannot resist sending email and my email load is extremely heavy and I want less email, not more. Sometimes, though, what I need to do requires an online registration and giving an email address to a company I would really prefer not to have it.
Recently, I had to register online with AT&T Wireless. My iPhone was getting repeated text spams and I wanted it to stop. The only way to do this is register online. Registering online required giving them an email address.
The text spam has stopped, but they have been sending me almost daily emails since then. Each email has an opt-out, and I have availed myself of every opportunity to opt-out. Each opt-out link takes me to a different site, a different page, a different process.
In two of the cases, AT&T seems to be violating the new CAN SPAM provisions. For one, I had to tell them what I wanted to opt-out of (email or phone) and then was taken to a page where I had to input my cell number, my email address and request to be removed. In another case,  I was forced to login to my online wireless account and then was able to change preferences. In only one of the 3 opt-outs I have requested, was the opt-out form actually a single click, just requiring my email address.
I am wondering just how many mailing lists AT&T added my address to and how often they will continue sending me mail after their 10 days are up. It is this level of frustration, that mail just keeps coming and coming and coming even after the recipient has repeatedly attempted to opt-out, that causes people to hit the “this is spam” button on mail that the sender thinks is opt-in.
But, really, AT&T, please stop sending me mail that I never asked for, and that I have repeatedly asked you to stop sending me by jumping through your hoops. Oh, and you may consider sharing the opt-out data with all the same internal groups that you shared my email address with initially.

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