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Every day I interact with people striving forward knowing what recipients want and trying to get it to them with the best quality possible and making their money at the same time – now that’s beautiful!
I also see people trying to market the old, dead, permissionless, acquisition way which gets people (like their ESP) listed and I can’t talk them all around. In fact some are just inconvenienced that I don’t want to help them carry on? It is a little frustrating. While I understand the consistent need to bring in new customers, adding people to a list who have not asked to be on that list is not the way, recipients must have the control.
I really wish that brands who want to get more customers would just stop using email like sending a load of fliers in the post to get in front of strangers (also known as spamming). I wish they would just get on board with the way it is…
Email is the long tail; use your SEO & PPC to get strangers onto your site and from there make your sign up form a call to action, get them signed up and then let them covert themselves through your consistent, good, wanted and relevant content. Encourage them to tweet, like and forward your content on. The better you treat them, the more they will say nice things about you to others and not look elsewhere when they want something that you offer.
If you try and convert strangers and prospects into customers with every single communication they’ll walk away or worse, hit the spam button!