As a marketing consulting firm, we work with clients in all forms of media, whether it's digital, online or more traditional forms such as print.  We believe that email is a very powerful marketing device and recommend it to many of our clients as a part of a total mix of marketing efforts.  Because, as Jordan Ayan writes for Media Post Publications, “email is a wonderful tool -- measurable, cost-effective, easily deployable and convenient.”  It only makes sense that it be considered in an overall strategic marketing plan, especially in times where you must watch costs very closely.  If the truth be known, BIGSHOT uses email from time to time to promote our own services.  

The CAN-SPAM Act of 2003 was the first of its kind to establish national standards for the sending of commercial email.  A key aspect of the act is to require that each email sent provides an opportunity for the receiving party to “opt out” of receiving any further email solicitations from that particular sending party, as well as stipulating what constitutes a valid “opt out.”  It also requires that the sending party have a method of removing those addresses that have chosen to opt out within a certain period of time. 

BIGSHOT is a member of a number of area Chambers of Commerce to whom we have provided our email contact information.  Even though I have not specifically said so, my belief is that by providing my email address, I have given implied approval for fellow Chamber members to solicit their products and services to me through email.  Although some would say that this doesn't constitute an opt in request, Chambers are established specifically so that members can market to each other.  With that said, I believe email can and should be used to inform other Chamber members of your company and what you offer, yet it doesn't mean that email campaigns to fellow members should not comply with the CAN-SPAM Act.  Over the last several weeks, I have received a large number of email solicitations from fellow members that provided no means for me to opt out of receiving further emails.  There was no way for me to just say “no” to email.  Hey, if you offer a service that I already have a good friend doing for me, wouldn't you want to know that I don't need to hear from you anymore? 

When you email, you are touching people in a way that essentially is the extension of your brand.  The nature of the email, it's creative, and whether it is helpful or annoying all play to the perception that people get of your company.  If that is a negative experience, you risk damaging your brand.  The short term gain in a potential order is offset by harming the long-term reputation to a wide reaching audience. 

There are a number of “email engines” that are available and easy for you to use and manage yourself.  Examples would be Exact Target, Constant Contact and I-Contact.  For the most part they are very affordable and give you the flexibility to manage your email campaigns yourself but most importantly, keep you in compliance with the CAN-SPAM act.  BIGSHOT has the experience to help you with your email campaigns, everything from the initial creative design, to the Call-to-Action message, to where on your website we should take people that click on the message.  Let us know if you are struggling with generating a successful email campaign, we'd love to help.

David Soxman joined BIGSHOT with a motivation to work for a small firm where he could make a difference on the agency side of marketing, helping business owners and managers grow. Learn more about David.

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