Sales are down. You’re having a slow quarter. You need to squeeze every last email address you can find for every last dime you can get. Let’s grab ‘em all – even the ones we haven’t touched in years – and send them a big email blast. Good idea? Bad idea?
BAD IDEA.
Why? Because it’ll harm your email deliverability. Batch and blast – grabbing up a bunch of old email lists and sending everyone a 20% coupon code – is going to get you blocked. Tailoring your message to the economy isn’t a bad idea. Throwing permission practices out the window because you feel you need to email more people – well, that is most definitely a bad idea.
ISPs care about reputation, and you build a reputation by staying true to permission. Old lists, bought lists, opt-out lists – mailing to any of these will spike your bounce and spam complaint rates. The result? You’ve just been identified as a spammer.
You might be hoping for that last minute revenue boost, but you could actually see a revenue decline because your mail is no longer getting to the inbox at AOL and Yahoo.
What’s the impact to your bottom line if you lose access to 30% of your list?
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