Now when it comes to e-mail I have an entirely different attitude. Like most of us I hate getting spam. It’s in the same way that I hate getting the calls from telemarketers at home. But I digress. (Here’s a hint, I forward my calls to my voice mail and that way I can screen them.) With the skyrocketing cost of postage on an almost annual basis, business both large and small need to find ways of reaching new customers. Let’s face it people. It will now cost you more than $40 per hundred mailers which is awfully expensive when you consider that for most small business owners, it’s a good chunk of our marketing budget. When you consider that e-mailing prospects cost virtually nothing then it seems like a no brainer as to which method most will use. Now I know a good many of you will be turned off by this but let me ask one question. How do you reach new customers? If you say that it’s not thru spam then think again. Think about all of the people you e-mail on a daily or weekly (or annual basis) Are you tell me that you haven’t once sent out an unsolicited e-mail in hopes of nailing a new account? Like cold calling, e-mail campaigns have both good and bad aspects. Sending out e-mails to prospects you know nothing about is a bad thing and something I do consider SPAM. However targeting your list by industry etc is a good thing because at least you’re sticking to the prospect’s most likely to use your services. With more and more internet crime taking place and stricter rules for sending e-mails enforced by Aol and others, targeting your list seems like a necessary evil. Now like any info that you send, the rules still apply. You still need to…
1. Verify as much info as possible before sending out a marketing piece.
2. Make sure it goes to the right person.
3. Follow up on the information.