I find it interesting when marketers find the need to be dishonest. I’m not talking about dishonesty when promoting a product. I’m talking about purchasing email lists or adding people to a list so you can spam them about your product.
The word “Opt-In” means a lot to me. When the consumer makes a decision to “Opt-In,” they are merely saying your product or company is trustworthy, not going to spam their inbox, and they are looking forward to your content. Now I understand at times when someone agrees to “Opt-In” and they don’t necessarily realize they did so. That’s different, and there’s always going to be someone that said they never agreed to anything.
For my newsletter gurus out there, we monitor a statistic called “Complaints.” This is someone that received your email and said it was spam or junk mail. As an individual behind the screen sending these emails, I take offense to complaints. They are merely saying; I never had permission to send this email to their email address. I just sent out 25,000 clients and received nine complaints. While the percentage is small (and should always be low), but it’s still nine people that consider me a liar. So how do I handle it?
Most marketers would delete their email and never contact them again. I don’t want to do that. These individuals at some point “Opted-In” as a client and wanted to receive email updates from us. They trusted us and understood we would send them some communication. Perhaps, they’ve received too many emails from us, and now they don’t like us anymore. That’s why I took those nine email addresses and personally wrote them asking if they were no longer a client. If they said yes then let’s remove the email. If they say they’re still a client, it gives me an opportunity to find out why they don’t want communication from the company they hired.
There’s a Proverb that I really like that talks about integrity. Proverbs 19:1 says “Better is a poor person who walks in his integrity than one who is crooked in speech and is a fool.” I like this proverb because marketers want to be rich in email addresses. Is it better to have less and be trustworthy or more and be dishonest? The next time you’re sending out communication, think about the people receiving your email. Do they trust you?