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So I was sitting around, waiting for my Nigerian lottery winnings and thinking about spam. I had just read Angus Gastle's spam vs. email advertising post at Leo Burnett Toronto's The Fruits of Imagination blog. He outlines how spam costs businesses like Leo Burnett about $50,000 a year. (Angus…don't fret! It just means the CDs are going to have to cut back on the gin & free swag..)

He goes on to explain:

"So what does this have to do with advertising? Well, our legit email marketing campaigns are getting caught up with all of this spam. Many spam filters are collecting our perfectly crafted sales pitches for real products with real benefits…"

Hmmmm… earlier this year an Ipsos Reid survey revealed that "nearly eight-in-ten (79%) have registered with at least one website to receive e-mails, registering with average of 8.5 sites, up from 8.2 in 2005." But just as quickly as we are registering willy-nilly, we are also unsubscribing:

Four-in-five Canadian internet users who have registered at a website to receive e-mail have also deregistered, stating a variety of reasons including a loss of interest (43%); the inability to deal with e-mail volume or no time to read the emails (25%); and, too much junk mail or irrelevant information (22%).

So, even if you don't set off the spam filters and use only your own opt-in list, unless the message is engaging and relevant, your message will ultimately be treated like spam… perfectly crafted sales pitch or not.

Want to improve your email campaigns? The Seven Sins of Email Marketing is a great article that outlines some definite no-no factors. As well, go to ThinData's Free Whitepaper: The Marketer's Guide To Successful Email Delivery and download the complete PDF.

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two comments:

Thanks for reading!

Those are some great tips. I know a few internet marketers who will be interested to read those for sure.

Angus Gastle () (URL) - 09.08.07

A.C. Riley Communications () (URL) - 09.09.07