Bright Ideas # 72 - Are you sending spam?

Since you’re reading this newsletter, I figure it is safe to assume you have an email address. :-)

That means it’s also safe to assume you get plenty of spam email. My big question though is, “Are you sending spam?”

In case you aren’t familiar with the term spam, I’ll explain...

First off, I’m not referring to that classic canned meat product. What I’m talking about is junk email. You know…All those annoying sales pitches that magically collect in your Inbox every night.

My fingers cramp every time I open my Inbox just thinking about deleting all the junk. Sure, I have spam filters in place that help. But I’ve come to believe spam is unstoppable.

Now, some spam is obvious…

These are the emails selling medications, stocks and potions to improve your sex life. And the ones where you get a bunch of identical emails all at once…All of them from the same, clearly made-up name…All with the same, nonsense title.

Most of these spam emails are sent in bulk to email addresses compiled from Web pages, databases or random guesses at common names.

But lately, I’ve seen a steadily increasing number of another kind of “spam” filling my Inbox—small business spam.

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What is small business spam, and are you guilty of sending of it out?
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Instead of generic emails sent out in bulk, small business spam is usually highly personalized, and sent in much smaller numbers. And, at least for me, it’s typically from someone I’ve met at a networking event.

So perhaps you are thinking, “But Stacy, spam comes from strangers sending thousands of emails a day.”

Well, technically that’s true. However part of the definition of spam says it’s “any unwanted or unsolicited commercial email”.

So if I didn’t ask you to sign me up for your newsletter, and you send it to me anyway, it’s spam to me.

This is true even if what you send is 100% informational. And it is especially true if you are selling products or services, promoting your next special, or offering valuable coupons.

This particular kind of spam might not be considered illegal, but it sure as heck is annoying.
I personally believe most of the folks doing this have no idea they are sending out “spam”—or annoying the heck out of people.

But here’s the rub…

Even if you have something of value to offer me, I’m immediately irritated by receiving your email when I didn’t ask for it. Because my time is very valuable, and clearly you are not respectful of that fact.

I mean, do people honestly believe I have nothing better to do with my day than read their emails?!?

This is not the way to start a good relationship with potential prospects.
Now don’t get me wrong…

I am NOT saying “don’t send out emails”. I’m just saying, “don’t sign someone up for your regular email blasts without asking first”.

It is a fine line though.

For example…

If you are sending out something related to a non-profit, that is probably okay once or twice.
Notifying people in your general database of a change in your contact info is definitely fair game.

And sending out an announcement about an upcoming event—provided you aren’t personally charging money to attend—is also okay.

Just make sure anyone who complains is removed from your list immediately. And don’t keep sending email after email without getting permission first.

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How do you avoid sending spam?
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You can do this in a few ways…

The best way is with what is called a “double opt-in system”.

Do you remember when you first signed up for Bright Ideas? You immediately received an email asking you to click a link to confirm your subscription.

Unless you confirm, I don’t put you on the list. That’s a double opt-in, and it is the wave of the future.

I also know people who simply ask first in person before adding someone new to their email list. Then they make a note on the back of the subscriber’s business card and enter them in the system later.

Personally, I prefer to send a follow-up email after I meet someone interesting and invite them to visit my Website and sign-up. But that’s just me.

The bottom line is…

Sending email is one of the least expensive and most effective ways to market your business. You just have to do it right.

So go ahead…Start an e-zine. Send out email blasts. Follow up with past clients and customers. It can do wonders for your business.

Just remember these four words, “Ask before you send.”

©2002-2006 Success Stream. All Rights Reserved. www.success-stream.com

Do you have a marketing, advertising or writing question you’d like to have answered? Email me and you might see the answer in a future edition of Bright Ideas.

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