In an article by DJ Waldow in the Email Insider they posed the theory that sending an Email is NOT the same as Email Marketing.
And I wholeheartedly agree.
You see people are used to sending emails.
They do it every day at work as an internal communication or they send an email to their friends to find out ‘what’s happening.Â Actually, people who have a computer at their desk send out regular emails both work and pleasure because it has become the norm these days.
Sure you have Twitter and Facebook and YouTube and there are other very special Social Media sites but it is the humble email which gets used the most.
But the very essence of this communication means the intended recipient may have very little knowledge the email is coming and therefore totally taken aback by the email content.Â i.e. They were not expecting the email – it just arrived in their in-box.
And the very nature of this type of communication is such it is generally one-on-one or with a few people as “cc’s”.
This is what we call Emailing.Â It isn’t Email Marketing no matter what the content or intent of the email was.
Email Marketing is quite different.
Email Marketing is sending out a message to one or many people, written in the first person and is often an expected and welcomed interlude in the intended recipient’s day.
The message contains a subject the person expects to receive information on as it is often sent from an ‘opted-in site’ or what is known as a ‘permission based’ email.
Permission based emails are very clear to the recipient on the subject matter, what is likely to be included and often contains a message which will help them solve a problem or add value to their life.
Permission based emails are welcomed by the recipients because they have requested information to be sent to them or have shown they are willing to accept messages from someone based on the content matter.
So, there is the main difference between Email and Email Marketing.
But it really isn’t that simple.
If you wish to undertake Email Marketing it is necessary to abide to a proven formula.
It’s best to ensure you are protecting yourself against the Can Spam Act (USA) and the Spam Act 2003 (Australia).
And to make sure you are download material and follow someone who knows what they are doing.
It will save you heaps in time and energy and frustration and possible unsavoury legalities when you do.
Cheers and Great Selling