Web Marketing 101: Will the Real Spam Please Stand Up?

In the world of Web marketing, few things can steam people as fast as spam can. It’s universally reviled yet it’s used on a massive scale.

Spam is the Web’s version of annoying telemarketers. People hate being on the receiving end. Yet companies still do it even though it annoys their customers.

But spam is not as simple as it seems. There is a debate on the Web about what IS and IS NOT spam.

I was reading an online conversation recently about using email marketing and someone said this:

Until a user has 'opted in' to your [email] list, you are sending spam…”

That’s one way to look at it. But I disagree. This perspective is extreme and does an injustice to real people looking for real solutions about how to serve their customers better using the Web.

It also prevents people from helping each other.

I send a monthly email newsletter to business people. It contains informative articles and no advertising. Some people have opted in to the list for this newsletter. Many have not. Most of the recipients are friends, clients or colleagues. But some are not.

Of the many compliments, thank yous and other positive responses I get from these newsletters, over 90% of them have been from people who did not opt in. Here’s an example:

Thank you for your comments and thoughts. I find your advice to be useful and just good common sense.”

They never chose to receive my email newsletter. Yet, they thank me for it!

My point is, if we take such an extreme view that we can only send emails to people who opt in then we cut off a valuable opportunity to help others. And most of us are in business to help others.

So, how do we know whom we can send email to? How do we determine when and if it’s appropriate? How do we avoid being tagged a “spammer” and blacklisted by the guardians of the Web?

It’s easy. Forget what you want. Focus on helping others.

If the reason you’re sending unsolicited email (and most email IS unsolicited) is to line your own pockets, then you’re doing it wrong and you should stop.

On the other hand, if your purpose is to help others, then you’re on the right path. With a little planning and strategy, you can use email as a tool to help others accomplish what they want.

Here are some guidelines to help you make your email marketing most effective (and keep you out of trouble):

1. Never sell

Never ever use an unsolicited email to sell, pitch or promote anything. Even providing unsolicited information about your company will be seen as a sales pitch. Don’t do it.

2. Educate, inform, help.

The Internet is all about providing access to information. It’s best at helping us get the information we need to accomplish what we want. So make sure your email marketing does that.

(Note: providing your product or service information is not what we’re talking about here. That will be seen as a sales pitch.)

Your email marketing should help your customers become better informed so they can make better decisions. Be a resource, not a brochure. Offer advice, how-to help, tips, tools, tactics and links to other resources.

3. Have a reason to contact them.

Never send untargeted emails. Every marketing communication you send (email or otherwise) should be sent because you legitimately believe the receiver will find the information useful.

This is your test for every marketing action you take. Do you have a reason to believe they will be interested in what you are sending them? If you cannot honestly answer yes, then don’t send it to them.

4. Less is more. (Don’t overwhelm people.)

Send your marketing email once a month. If your information is time-sensitive then maybe try twice a month. Do more than that and you’ll annoy people.

5. Have a prior connection.

Generally, your email marketing should go to people who already know you. You should have a connection with them. This makes it more likely they will see you email for what it is, something to help them.

However, in some cases it is okay to send marketing emails to people you don’t know. First, you need to follow the first four rules above.

Second, you need to be sure that your recipients are okay with getting unsolicited emails. In some businesses, people prefer emails. For example, I contact meeting planners by emails and I have never gotten a negative response.

I also send unsolicited emails to ezine publishers. I have gotten many thank you emails from them.

The common denominator is my emails are useful to them. They are intended to help the recipient do their job better, easier, faster. They work because I know my market. I send the right information, to the right people, in the right way.

At this point, you might be thinking these rules sound like good old common sense marketing.

They are.

Web marketing is no different than every other marketing tool. It needs to be planned and implemented with massive doses of common sense. It needs to make sense in the big picture of your marketing plan. It needs to serve and support your company just like every other marketing tool you use. And it needs to be done with the purpose of helping your customers get what they want.

Do that and your Web marketing will be an effective and valuable part of your company. And you’ll be able to reach more people more effectively than ever before.