27 Feb Email marketing is NOT about the numbers
Lately I’ve noticed a mindset among some entrepreneurs and authors in terms of “hoarding” contacts and email addresses. For example, an author called and asked me for my press list last week. When I explained this was something that I had worked hard to build over the years and was a vital part of my value offering, she became irate and said “I just need the names!” Another client felt that if they hired me, I should also be sharing my own email lists with him.
I’m not sure if the quantitative nature of social media is causing some of this furor to build email lists or if it’s the increase in do-it-yourself marketing workshops that focus heavily on email marketing. Whatever the reason, I think we’re beginning to lose sight of the fact that marketing requires building relationships, not just numbers. It doesn’t matter how many emails you own, if those people aren’t familiar with you and your brand you’re only hurting yourself. No matter how compelling the message or how exquisite the format, an unwanted message usually damages your brand.
You can’t build enough endurance to run a marathon in a week. Building strong marketing lists (meaning, RELATIONSHIPS) takes just as much time, or more. Let’s forget about getting thousands of names on our email lists. I’d rather send a message to ten people who will read it, absorb it and possibly forward it – than 10,000 who just regard it as another bit of unwelcome spam.