How not to do email marketing (some people just don't get it)

Email marketing is always a bit of a touchy subject with our clients. Can I send an email? What are the rules? If I've met someone at a business event, can I add them to my email marketing campaign? There are many rules about what you can and can't do when sending emails, but they are best covered in another post.

What does get me annoyed about 'email marketing' (in its vaguest form) is when companies just collect business cards and then send out emails to all of the people they have email address for, just advertising their business. There is no point in saying to people 'Hey, we're a really great company' unless they really want to know about it (which is very unlikely). If you are going to make email marketing work, then you need to give people something, like great news, informative articles or access to whitepapers on a particular subject.

I received an email last night from a local company who will remain nameless. It went like this;

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You may see *company name* appear in the local and national press over the coming months.

This is part of *company names* unique licence and recruitment drive designed to increase our client customer service even further.

It is our vision to have a local *job description* in the majority of postcode areas by the end of the year.

If you would like to receive a complimentary copy of any press releases, articles printed, or to find out more about our recruitment drive, please contact *persons name* by emailing *email address* or call *company phone no*.

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When I get emails like this (and unfortunately I do), it makes me want to say SO WHAT! I have no interest in your company, don't want to receive your email and all you achieve by doing this is revaluing your company image.

Unfortunately, some companies still don't get email marketing and as a result turn away potential customers. If you are going to, or want to start, we recommend speaking to a company who can advise you on the best way to carry out an email marketing campaign.