How Valuable Is Your Email Address?
Should content always be free, or can you spare an email address or two?
In David Meerman Scott’s work “Lose Control of Your Marketing,” he makes the case that offering content on your site that requires some user information is an old tactic which is ineffective in the world of new media. Of course I paraphrase, but this is the general gist. He goes on to say that to be an effective new marketer (my term, not his) one must give up control. This includes putting your information out there for anyone to access… no strings attached (or info requested). While I agree in principle with the giving up control part, I’d ask you, how valuable is your email address?
Of course, I have a couple addresses that I consider extremely valuable. But then I also maintain addresses that I use for content offers. As a marketer myself, I’m more than happy to play the game. I figure that if someone can get my attention through email, great. But I want to know how they did it.
In other words, it’s not just the content that is interesting. I also study their methodology and tactics. We all know how crowded the email space has become. But there are still those that stand out.
Scott’s idea that all information should be free is fine. But for the majority of the content that I request online, I don’t mind providing an email address. With CAN-SPAM I can always unsubscribe if I find I don’t like the content showing up in my inbox.
The idea of giving up control where measurable marketing ROI is concerned I largely agree with. If you are putting out bait pieces strictly to grow your list, bad idea. The content must be relevant, valuable and timely, or I would suggest not putting it out there in the first place. But assuming these criteria are met, why not ask for a name and an email address?
While Scott assumes this is an ROI tactic relegated to CMOs intent on pleasing CFOs, I advise my clients to simply use an email address as the first step to a longer relationship. A relationship that is not sales-based until a certain level of expertise and trust has been built up.
I get the idea that if you provide compelling, valuable content people will come back to your site. Think it’s a great idea in fact. But quite frankly, there are a lot of very good sites out there putting out very valuable info. I don’t have time to get to all of them on a consistent basis. But if they are willing to remind me of their content, and every once in a while their products, in an unobtrusive and convenient way that I agree to first, my email address is not all that much to ask.
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