Why you should treat your email database like gold

February 11, 2015 at 7:20 PM

I am lucky to have a great group of clients. I love to work with people who have good ethics and this extends to the way they treat their email databases. They are considerate about what they send, when to send and they analyse feedback to improve their email communications.

And this is all really important stuff, because your email database generally consists of your current clients and prospective clients - these people are paramount to the survival of your business, and you want to continue to strengthen and enhance that relationship and add value to it – not be a source of irritation when an email from you comes into their inbox. Again.

However, there is a small minority out there who do not respect the people on their lists; I have been asked on occasion if it is possible to buy a list from somewhere. This is illegal and ineffective.

It is illegal under the Unsolicited Electronic Messages Act 2007, which is designed to help stop spamming.  The Act encourages good direct marketing practice by requiring electronic messages to include an unsubscribe facility, ensuring messages are only sent to customers who have given consent and restricting the use of address-harvesting software.

And this is serious stuff; last year a marketing company was ordered to pay a $120,000 fine for sending spam via email and text messages – the largest penalty imposed in New Zealand.  

It is ineffective – everyone’s inbox is overflowing, so an email they haven’t signed up for is likely to go straight in the Bin – if it makes it past the spam filters.

So you have your ethically acquired database, how do you treat it like gold?

A good place to start is by applying The Golden Rule. The Ethic of Reciprocity. One should treat others as one would like others to treat oneself.

So let’s think about your own inbox.  Chances are, it can get pretty full. You are only going to give your email address out to someone you really want to hear from. Your time is precious.

Is that not also the case for every single person on your database?

Treat it as an honour to have these addresses and make sure every communication is offering them a reason to stay engaged – good information, special email only offers, entertainment. Do not take their willingness to receive communication from you for granted.

Because that unsubscribe button is legally required to be there and to be easy to use.

If you want to talk to us about how to best leverage your email database and ensure you are offering best value to your contacts we would love to have a chat. Contact us.

There is in depth information on the Unsolicited Electronic Messages Act 2007 on the Department of Internal Affairs website.

Tags: email database
Category: Digital Marketing


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