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Bacon, Eggs and SPAM - Guest Blog by Annie Cooley

by on ‎06-01-2010 09:10 AM (1,689 Views)

Bacon, Eggs and SPAM

by Annie Cooley

 

Spam is the baseline at which every Interruptive Marketer starts.  Interruptive Marketers do not need permission to reach, or in other words, invade, customers with information and promotions as Seth Godin says in Permission Marketing.

This type of marketing is called SPAM.  Monty Python shares a rather funny sketch about the annoyance of spam.  Watch it here.  Everything on the menu comes with spam and you don’t have an option to not have it.  In fact, when one of the customers tries to order their meal without spam the restaurant erupts in song, singing the word spam over and over again.

Though the sketch may seem an over exaggeration, spam has become an annoying and serious problem in today’s business market and junk e-mail is the king of it.

What constitutes junk e-mail?
•    Purchasing an email list from a 3rd party vendor (no matter how legitimate a company)
•    Finding and harvesting email addresses off the internet
•    Sending to generic email addresses such as: sales@domain.com, info@domain.com, support@domain.com
•    Borrowing a list from a colleague or partner

Basically if you do not have permission to send an email to a specific person and you do, you are sending spam.  Not only will you decrease your credibility as a marketer, it can also decrease the number of emails that hit inboxes, even when you are sending it the permission-based way.

How can you obtain an email address the right way?
•    Building your customer base
•    Meeting someone and obtaining a business card
•    Requesting information via a web form
•    Giving away valuable content or an event registration via survey

To further ensure your emails hitting recipients’ inboxes you can ask your email marketing service to provide you with their sending IP addresses and register them as your own by going to http://www.Openspf.org or http://www.microsoft.com/mscorp/safety/technologies/senderid/default.mspx.

You can also send a test of your email campaign through a spam check tool.  These tools look at your email like a spam filter would and will tell you what may be red flags.  Reduce these red flags and your deliverability will increase. Try Swiftpage's Spam Check.
 

 

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