Some of you may be wondering why I haven’t been posting as many reviews over the past two weeks. The reason is simple: I haven’t seen much worth commenting on. I’ve received message after message, but very few of these have done much but clog my inbox. These are the email campaigns that “cried wolf”: messages lacking a true message – ones that do not offer value to a subscriber – delivered just because they could be.
While I understand the allure of delivering a quick jolt to sales via email – particularly as sales are soft across many industries – we have to remember that email marketing is also about tending to long-term relationships with subscribers. Each time you “cry wolf” and send out a pointless campaign, you’re eroding customers’ trust, patience and interest. Think before you send, or else the big bad wolf will come and eat up all your list members!