The Dangers of Shoddy Email Marketing

Erminia Blackden

While the explosion in internet marketing over the past two years has revolutionised our business, we have also been forced to ride a roller coaster.

From the peaks of newly discovered possibilities in the late 1990s, we have more recently found ourselves languishing in the troughs of skepticism about the whole medium.

As we prepare for what I believe will be a gradual restoration of confidence in the internet, it seems a good time to step back and face a few home truths. Most clients use internet marketing because it is cheap. But has anybody really thought about the cost of doing it badly?

Damaging brand perceptions?

It is easy and cost-effective to mail out a commercial email to thousands of people, and indeed a number may respond positively but what about those who dont? Have we damaged their perception of the brand?