Email holds the key

Knowledge, they say, is power. Right now in NZ we may well be experiencing a slight variation on that theme – knowledge leads to power.

I am referring to the widespread knowledge of National Party policy, and specifically the activities of its leader in the run up to the election – spread by his quite savvy daily campaign email newsletter; undeniably it is an effective tool in spreading his message, keeping his supporters informed and enfranchising marginals; it may well lead him to power.

Interestingly, the Labour party, who have been promising an email newsletter for several years, do not appear to be delivering. Also interestingly, they appear to be about to relinquish power.

You can parallel this quite closely to business, and this is of direct relevance in these difficult times. The businesses who will endure and prosper are the ones who take the time and trouble to inform and enfranchise their customers – those who fail will overlook the importance of this.

A good, well strategised and managed email campaign, right now, is likely the most cost efficient and effective way of achieving this.

Report as Spam

One thing all email marketers fear is being reported as spammers - especially to the major networks - gmail, yahoo etc. This can happen for no other reason than your properly subscribed recipient is having a bad day - they click report as spam, and there you are, on the spammers register. This can have seriously adverse effects on your recipient rate.

You go to enormous length to build a reputation as a trusted sender and it is gone just like that. Unfair, isn't it.

I saw a unique and rather funny solution to this today - I am not sure that I approve, but it's worth sharing. I received an email newsletter from xyz company - the sender being jon@xyz.com very prominently displayed in the banner was a report as spam button - which generated an email to bob@xyz.com saying I think this newsletter I have just received is spam.

Presumably, xyz company simply unsubscribed anyone who did this - having circumvented the possibility of being reported to an ISP, and got on with their business.

I wonder if it will catch on!