I'm sure you know that today's consumer market is clogged with products. For every product being promoted, there are probably three or four more just like it – and those are just the established products. This is why direct email marketing is so important, so let's talk more about it.
You may be temped to turn to direct email marketing but before you do, consider a few facts.
Many use direct email marketing without realizing the consequences that come with it. Someone will compose an advertisement for a product, usually with a link back to a website where the product is sold, and then mass-email the advertisement out to many email addresses.
An email like that is considered a "spam" email, or unwanted, unsolicited mail similar to junk mail. Sending spam emails is actually illegal in a few states and you can even be sued in small claims court for damages if you're found guilty of sending out spam emails.
People can also retaliate to spam emails in other ways. If someone thinks they are being harassed, they can complain to their Internet Service Provider. That Internet Service Provider can then usually trace the spam message back to your website and, if you are on their server, shut the website down. They can even request another Internet Service Provider to shut down your website and, if they choose, fine you anywhere from $20 to $20,000 if they find you in violation of their Terms of Service.
It is possible to use direct email marketing without resorting to spam, however. Once a relationship is established with a customer, companies both big and small will email them special offers or advertisements about new products they might like. This is actually a very effective way of deepening the relationship between a customer and a company, and a very successful business practice that often results in increased sales for the company.
Navigating the world of direct email marketing can be very tricky. Is it worth getting your important website shut down? Most new business owners cannot afford a large fine or to have their website shut down. Respect is key in the business world and if you end up with a reputation for spamming, chances are your business will never get off the ground.