If we do email marketing, will potential customers think were 'spamming'?

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Question:

Is email prospecting for new customers worth trying, or are we going to be accused of “spamming”?

Answer:

The chance of “spamming” (sending unwelcome, out of context email) is low, if you do your list homework. Mostemail lists available today are “permission” email lists, which means that individuals provided their email addresses in exchange for something of value (information, discounts, etc.), knowing that they would then be solicited for various offers. In practice, recipients who don’t want your offer will either “opt out”, or simply not respond, with little or no negative feedback. So the chances of “spamming” are pretty slim, if you buy your list from a reputable broker or agency. Its certainly worth a try --because costs are lower than direct mail, your account acquisition costs could be substantially lower.

First published on BankersOnline.com 11/5/01