Email marketing is a powerful sales tool. But, like with all marketing and sales tools, there’s an element of the numbers game; the more marketing you send, the more sales you’ll achieve. Therefore, there are those organisations who are willing to ignore laws and email etiquette and send copious amounts of emails to subscribers or to email addresses they’ve had no contact with.
This is called spamming.
While this might sound like a good way to grow your customer base, it’s not. There are significant ramifications associated with this practice. Here’s what could happen if you spam your contact list.
1. You Get Fined
If your contact list didn’t give you permission to contact them, then you could be fined. Many nations have laws against unsolicited marketing emails, and the fines can be high. While most people ignore spam, the more you send out, the greater the chance you will be reported to the relevant authorities.
Never buy an email contact list and always seek permission of any website user, consumer, etc. before you send an email.
2. Higher Unsubscribe Rate
The more people you have on your list, the more profitable your email marketing campaigns are going to be. That is why this loss can be so devastating, but 53% of consumers say they get too many emails from the brands they subscribed to and this has led them to discontinue their subscription.
However, don’t send too few emails, as this can also be a reason for unsubscribing. According to research, once every two weeks seems to be a good frequency.
3. Poor Open And Click Through Rates
If you continually email your contacts, they are going to get bored of your marketing messages, especially if you are sending the same message all the time. This often results in your marketing messages being ignored, binned and forgotten. Statistically speaking this can mean that your business’ open and click through rates plummet against industry standards.
There are two ways to solve this. Firstly, reduce the amount you are sending emails to your contact list. Secondly, change the message of your email marketing campaigns, so they become more useful.
4. Your Server Gets Reported
If you are using your own mail server, then that can be reported, and this can make it difficult for future campaigns. A black-listed mail server can sometimes be prevented from sending emails to other servers altogether, so future campaigns will never reach their intended audience.
There is only one way to solve a blacklisted server, and that is to start again with a new server. This is an expensive, time-consuming task.
5. Your Reputation Is Ruined
Organisations that spam their contacts are often remembered, especially if they are known to the audience. This can have a devastating impact on a brand’s reputation both online and offline. One example could be the damage it can do to the referrals your brand gets from subscribers. Many people won’t recommend a brand that spams them. So, you’ll lose a sales avenue.
You’ll also find that you will have to manage your reputation more carefully if you send spam – dealing with negative comments all the time on social media, in your inbox and other marketing avenues. Customers you contact for a follow-up phone call will also be more hostile to your approaches. Therefore, your sales team will find it harder to sell.
Email marketing is a powerful tool for any business to use to collect information and sell to a specific audience. It is also a tool that can be abused with spam. However, this will always end badly for the company sending spam emails.
Be mindful of the number of emails you are sending to potential customers to ensure you aren’t spamming your audience. It could help you make more sales.
How often do you send emails to your marketing list? Have you tried reducing the number?
Let us know in the comments below.