E-marketing, whether in the form of email or SMS, is an excellent means of
communicating with customers, and potential customers, in a manner that is both
immediate and economical. When it's done well, e-marketing is clear, innovative
and impactful; however, when a business gets it wrong it can have a devastating
effect on any business's most important asset—its reputation.
While consumers are comfortable and familiar with many forms of advertising,
such as television and newspaper, they are, quite rightly, suspicious of
many offers that arrive in their 'in-box.' As an e-marketer, you are not only
vying for attention among an array of other e-marketers, you are competing with
the darker side of the internet who distribute 'nasties' in the same manner
that you are marketing your business.
By giving some serious thought to the way you tackle your e-marketing, and
acting on the tips given below, you are more likely to allay the concerns of
cautious consumers and greatly improve your chances of developing a positive
reputation and an ongoing and profitable relationship.
It's about reputation—industry
In the same way that an eBay feedback rating can have an effect on a seller's likelihood of making a sale, the reputation of a business, or an
industry, can enhance or hinder the success of an e-marketing campaign. While a
business may not spend too much time considering the way the public looks at
the industry they are part of, it is useful to know the industries for which
the ACMA receives the most e-marketing complaints:
- e-business/online stores
So while you are considering the number of messages you are able to send,
and the corresponding hit rates, it's possible that the recipients of those
messages are thinking something else entirely.
Here are a few examples of what people are telling us:
I joined a site but no longer wished to participate
and pressed the unsubscribe button. I was directed to a page where there was no
way to unsubscribe!! I contacted the email address given and requested to be
unsubscribed. I was told this would happen within 5-7 working days! … I am
still receiving the spam. I have followed up my original email but have not
heard back. I am very upset about this. I am also very upset that I cannot
unsubscribe. This site has an unsubscribe button but it directs you to a page
that has no way to unsubscribe.
I have sent three requests to have my name removed
from their mailing list, however they refuse to do so and refuse to acknowledge
my emails. I get one or two emails from them every day and it's just rubbish
Spamming us, on multiple e-mail addresses,
abundantly stupid newsletter rubbish.
about reputation—your business