Like a lot of us who began marketing careers in the pre-Internet era, I try to avoid traditional marketing whenever I can. Frankly, I’m sick of it. I don’t like 99% of commercials, print ads, billboards or direct mail. I’m disgusted by telemarketing. I’m not a big fan of most email advertising, either.
And yet, I recommend that almost every business develop an email marketing program. What gives? How can email marketing, which is generally fodder for the trash or junk box, be included in the Inbound marketing strategies I support?
It depends on two criteria.
One: Do you have permission to email?
Permission takes what would otherwise be a disruptive, unwelcome marketing technique, and makes it welcome. The only difference is that instead of the prospect actively reaching out to your website, they’ve asked you to send them information. They’re still coming to you – you’ve just made it more convenient for them. Continue reading