I’ve just finished reading a few posts from Scott Adams’ (Dilbert) blog and I’m still smiling. How does one guy see the world so clearly?
How does this relate to email performance?
Recently, I’ve been asked to help a client ’email’ his newly purchased list of email addresses.
I know there is a Dilbert comic in there–I just know there is.
Client: I just bought this list and I know they want to hear from me.
Mitch: How do you know that? They haven’t really given you permission to send them anything?
Client: I have a product they need so I know they’ll be interested.
Mitch: Ahhhh. Well, you’re most likely to send the emails, get complaints, no response, and a swift kick in your mailing reputation.
Client: Thanks, I’ll get someone else to send it then.
This is where email performance comes in. Personally, I feel you will get the best return on your time and money by building an organically generated list who really does know you (using autoresponders will help) and wants to hear from you because you really can offer something useful or helpful.
Just cold mailing a list won’t do that–no matter what the email list broker tells you.
And to me that’s what email performance is all about. Getting a return on your time and money.
Review the 18 questions you need to ask if you’re going to do email marketing.