The Scoop on PromotionsProject Support Team Blog

February 5th, 2010

So How Much Is Too Much?

You have spent money, time and resources over the years to gather your target’s personal information and build a valuable database, right?  Right!  Consumers have signed up on your site, perhaps replied to a previous e-mail blast and in some form or fashion, agreed to receive your communication.  So now you believe you can blast them whenever you see fit.  Right?  DEFINITELY NOT!  The question  “how much is too much?” seems to always come up with our clients.

So here is our answer…

Borrowing from a line from President Kennedy, “Ask not what your targets can do for you, ask what you can do for your targets”.   Among those in your cherished database, how many are actually looking for, eagerly anticipating, anxiously awaiting, your email?  If you say none, DON’T SEND ANYTHING!  If you believe just a small percentage,  identify just those and leave out the rest.

In this day and age, “permission based” marketing is an over-used term that falsely leads marketers down the road of wrong assumption.  Sending an email, even with permission granted by the recipient, is invasive-based if it does not directly and immediately benefit that individual.

Now, while we clearly recognize that all people will not find value in the same email, marketers must be confident that the content of their message will appeal to most of the recipients’ “what’s in it for me” gene.

So, before you hit send, make certain your message has real value.  Make certain the relationship will strengthen once it is read.  Make certain the recipient will start (and continue) to look for your emails and open them with the comfort of knowing it is worth their time and will benefit them!