Be Relevant Or Else

Just thought I’d share a quick story I heard recently about an arts organization that kept sending the same e-blast about tickets over and over again. A few subscribers felt so strongly that the content wasn’t relevant to them and that the multiple e-blasts were annoying that they marked the e-mail as spam. The arts org was then blacklisted by AOL and had trouble communicating with a whole bunch of their patrons. The lesson is – Be relevant or else… Send people what they want when they want it. If your opt out rates start to increase, you’ve got a problem. If you aren’t relevant, people will opt out and then you can’t communicate with them at all or worse yet they’ll report you as a spammer. This is one subject I’ll be talking more about at CADM’s DM Days in Chicago next week. You can find more details here:
http://www.cadm.org/DmDays/