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BAD
EMARKETING
CAN
DAMAGE
YOUR
PROFITS
Bad
email
marketing
can
do
serious
harm
to
an
organisation,
says
emarketing
guru
Nick
Pauley
of
Shortburst.
Many
companies
are
still
taking
a
DIY
approach
to
email
marketing
by
despatching
badly
constructed
emails
which
not
only
look
unprofessional
but
in
many
cases
flout
European
law
and
cause
negative
reactions.
"Email
marketing
done
badly
can
impact
reputation
and
have
an
effect
on
the
likelihood
of
sales.
Marketing
managers
need
to
wise-up
otherwise
they’ll
continue
to
make
mistakes
and
these
will
inevitably
take
a
toll
on
their
company’s
reputation."
said
Nick.
"The
most
basic
principles
are
often
disregarded.
For
instance,
is
not
legal
to
send
email
marketing
material
to a
private
individual
out
of
the
blue
unless
you
have
their
explicit
permission.
Neither
is
acceptable
for
the
message
to
arrive
with
massive
graphics
files
attached
to
it,
or
worse
still,
as a
page
of
unintelligible
computer
code."
Nick
says
that
consumers
faced
with
a
relentless
stream
of
unsolicited
and
badly
designed
marketing
emails
will
react
negatively.
An
organisation
is
judged
on
the
quality
of
its
marketing.
He
believes
that
there
is a
very
fine
line
between
acceptable
email
marketing
and
spam
and
it
is
one
that
some
otherwise
highly
respectable
organisations
fail
to
recognise.
"What
might
be
quite
acceptable
to
one
person
will
be
another
person’s
spam.
No-one
can
draw
a
hard
and
fast
line,
so
the
best
way
to
approach
it
is
to
use
common
sense.
Adhere
to
current
legislation
–
that’s
a
‘must’.
Ask
readers
what
email
communication
they
want
and
when
they
want
it,
design
it
properly
and
promptly
unsubscribe
recipients
when
they
ask.
”
says
Nick.
“If
you
approach
it
that
way
you
can’t
go
too
far
wrong.
Done
well
emarketing
can
bring
enormous
benefits,
but
done
badly
it
can
dent
the
reputation
of
an
organisation
and
impact
the
‘bottom
line’."
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