22 Jul 09 Ask Professor Aimone:
Professor Aimone,
Charlie North says the email addresses in the DCRCC directory are implicit acceptances of email. That is why they give them. GSDCC takes a tighter course: you must ask. My emails are going to be all about knowledge. Is the more appropriate answer to send an intro email with, say future topics (enticement) and a request to send future emails; or send one with ‘unsubscribe’ option (Constant Contact type)?
While Mr. North is right to some extent that a published E-mail address can be an invitation to send E-mail; proper E-mail etiquette strongly recommends that you send an introductory E-mail asking permission, or that you receive verbal permission before adding someone to your list. Remember, in this current trust-based marketing environment the last way you want to start off a lasting relationship is by being a pain in the ass. Sending unwanted, unsolicited spam= Being a pain in the ass. You might as well be cold calling.
Sending mass E-mails without a functioning unsubscribe option is very dangerous legally, and can get you in a LOT of trouble from the 2003 CAN-SPAM laws. Ergo, I see that as an absolute minimum.
The other topic I suggest careful consideration of is E-mail frequency.
At most I suggest a weekly E-mail, and at least 6 contacts a year.
How should you decide?
I’ve been playing with a rough rule of thumb that you should send no more than 4 E-mails per ‘buying cycle’. If you are a Deli with a regular clientele, you should be doing weekly E-mails as your clients may purchase from you twice a week.
On the other hand, if you are a car dealership, 6 E-mails a year is likely to be the most you should send before you run the risk of being considered Spam.
I tend to suggest to lean to the side of fewer E-mails than too many for 3 key reasons, among them being:
1) It takes less time to write fewer E-mail articles, unless you are outsourcing this (not a bad idea by the way, unless you know you are a good writer), that should be a consideration.
2) Too many E-mails can easily result in your being ignored, if not regulated to the trash, than certainly rarely opened.
3) I feel it is much better publicity for you to have your clients & prospects look forward to your messages, and it’s easier to look forward to a rare event.
