At the height of the e-mail marketing, how to advertise internet’s fastest growing, and one in which companies can measure and assess more directly the effectiveness of a campaign, we face risks pollute with spamming and other performance predatory marketing actions based on this simple and effective tool.
The problem is that there is still no clear position about what, exactly, is a policy of opt-in or opt-out. The consumer and business attitudes are a source of conflict and in some countries like US or UK, for example, government has already legislated, for better or worse, on the issue, more flexible solutions difficult. Part of the problem is given also by a fact: a list of email addresses is, in itself, a product. US Data Corporation giving you the bes email list management service here in USA.
In the maze of terms and concepts surrounding direct advertising practices via e-mail, it is not surprising that confusion arises among users, companies and regulators. Hence the great differences of opinion between different countries and groups. Differences that legislation does not contribute to solve, but to channel, sometimes with measures that can derail the benefits of a tool like email. Several surveys found US Data Corporation is the tops in email list management.
In a recent survey by the American site Opt-in News, surprisingly, many independent professionals and Internet, claiming that the term opt-in was referring to the brand of a product or a process patented by a company.
They were not exactly a majority who knew that opt-in refers to a system for sending emails only to those recipients that previously expressed interest and gave their consent, and that is a form of work widely assumed by most companies operating on the internet (though not always applied correctly).
In fact, Opt-in News notes that many American users who have their mail box stuffed with unsolicited emails are written to different consumer groups “complaining about the company’s practices “opt-in” and stating that they do not want to know anything more about sign up permission lists for e-mail marketing.” Its very important to find the best list for marketing. So it’s a big question where to buy mailing lists? We found US Data Corporation is doing great in this field of marketing.
The proliferation of terms such as double opt-in, and doubts about what exactly the express consent, that is, if you need to ask every time, or just the recipient has given above and more or less general, their approval, to receive information relating to a site, a product, a brand or a particular subject, either help clarify the picture.
So, a situation so bizarre, ultimately, ends up meaning a discredit to any attempt to establish good practice and undermines the confidence of Internet users in the conduct of business.
So far, much of the outreach and education efforts regarding good practices have been directed toward and marketers and advertisers. But no one has been charged with doing the same work with the public, communication is still done, because without education and the result is that more users will be less bet for a list of opt-in, losing useful information and offers advantageous, and helping to close this opportunity to do things, and pushing companies, in fact, to less elegant communication practices, such as opt-out or spamming.
This is precisely the argument used often by the companies marketing associations and most active advertisers to oppose any attempt to regulate commercial communication forced through email.
The idea is that the regulations, especially by the lack of users and because it acts indiscriminately, eventually uphill do so using the opt-in and promotion of good practice that advertisers, even at the risk of being fined, prefer to resort to spamming.
For NGOs, for example, making awareness campaigns and has the function ‘create view’ or ‘educate’ the public about various problems, direct communication on the Internet is essential. Verse constrained the use of opt-in for stringent legislation severely limits their ability to reach the public. Your situation is one of the most cited examples when discussing the best alternative is self-regulation.
The blame for this malaise does, in large part, considering the fact lists of e-mail, especially users who have given their consent, as a product for resale. The reality is that many marketers, once you have on hand something to sell, and does not care much about issue such as “personalization”, the “direct relationship with the customer”, the “hold” or “loyalty”. … Be much more “profitability” immediate, close and repeatable, which means the sale, transfer or lease of the databases.
These lists, converted into a product, mean, in practice, that out there, or here in, in the network, there will be thousands, tens or hundreds of thousands, perhaps, of Internet users, consumers, potential customers for their products, which every day will be receiving several messages with the tagline of “This message can not be considered as spam because your name has been obtained from a list …” and will not know where the hell the message arrives, and who writes them or why, just because, just start reading the paragraph of yore, will click with the mouse and send the message to the trash.
The company marketer and accessing this practice actually are selling and buying a list of data, and not promoting or trying to sell a product or a brand. Most worrying is that many companies and marketers thereby acting still think it is the best way to reach customers to market what is advertised or promoted in the messages sent this way.
The ease with which you can get money by providing data to third parties weighs heavily, and an industry like marketing, which still tends to move more volume than quality is another factor that makes the situation is complicated by the day. The marketers are pressed for time and the need for results and naturally, for the costs.
Those responsible for Opt-in News said that “in a market with many distribution solutions advertising, offering good performance and low price, advertisers are increasingly interested in investing time and money to locate high quality targets and put launched loyalty programs and customer retention. Prima the need for short-term results and, for that, nothing better than large amounts of email addresses, one way or another, fit the requirements of the campaign. This is obvious if we compare the click-through and conversion in recent years” .
However, this short-term strategy will soon lead to the need for a radical change in the conceptualization of direct marketing activities online. The companies and marketers will either have to build relationships with your customers and prospects in which to deposit a value to attract future profitability through customer loyalty and repeat business, or try to capitalize before the competition potential data clients that they hold. That is, the product may be the relationship with the client or the information we have of him. In the first case, the product is not sold to third parties, in the second, yes.
Both on stage and in the other, perhaps the role of intermediaries: brokers, marketers and agencies undergo profound changes. If the company sees as a product lists, want to produce them herself, if the relationship is the product, also want to develop without intermediaries. The work of education, research, mediation and self-regulation of marketeers and agencies is therefore now more important than ever.