Michael,
I would be fine with your email marketing concept and playing checkers with a five year old is much more fun than waiting up for 17 year olds. Enjoy!!
I enjoy your newsletters.
Pat
Michael:
Since you asked, here are my responses:
1. If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale? Fine by me.
2. If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well? I am never put off by sales pitches that are included in newsletters. Particularly when the newsletter delivers valuable content. When the content is off or there is more selling than content, that is when I draw the line (either through feedback orunsubscribe). And a good marketer will check in with its market every once and a while so there should be vechicles for feedback.
3. Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell? Value clock does not reset, in fact it is a build process and work-in-progress. One digression or misstep does not obliterate the good work that has come before. If there is a series or an ongoing pattern of missteps, then solution is listed in #2.
4. A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed? My view is that you have build a foundation on which to solicit information/feedback ever if it is off topic related to your enewsletter business.
5. Would you mind playing a few games of checkers with a really cute five year old? Can own. And one loves checkers and subscribes to the rule that it is allowable to move backwards. (I have been told that moving backwards is allowable in kids (taught my son the game)). Keep doing what you are doing and offering what you are offering.
Thanks
Denise
Hi Michael,
Responding to your five questions (in no particular order), let me begin by quering, " when does e-mail start becoming spam, in other words after how many mails does the receiver believe that she/he is being spammed."
I wonder if you had sent Anne ONE follow up mail listing more free articles plus a list of items for sale, with no follow-up thereafter, whether she would reacted so strongly (or reacted at all).
Once a person subscribes to your newsletter (since they find it to be of value), then I think it is prefectly acceptable to:
(a) offer products/services for sale
(b) establish a relationship that includes ASKING for free advice since after all you are SENDING free advice.
No, your value clock doesn't reset to zero or neutral. The nature of this form of relationship is such that the subscriber will have a definite opinion about you. The objective is to make sure that it remains positive.
Checkers with a really smart five year old who rewrites the rules, - you must be kidding !!
Cheers and have a nice week.
Krishnakumar
I don't think that there is anything wrong with asking your reader to give feedback or help you do your own business better. That's quality, and quality saves time and money. To me, the difference between creating SPAM and "new news" depends on three factors. It's automatically SPAM if:
A. You weren't invited. It's SPAM if I've never heard of the person, or the company who sent the email. However, if I subscribed to your newsletter on your website, then I shouldn't be surprised to get your newsletter by email.
B. Your email is redundant. An email is SPAM if you knew that I already got that information. If you announced a convention on e-newsletter business but I didn't sign up for it, then you shouldn't send a reminder that the convention date is tomorrow.
C. Your email is unrelated. It's not SPAM if you promised a newsletter that tells you how to create e-newsletters, and then sent one that describes how to use HTML in a certain way to create a newsletter. It is SPAM if you send totally non-related topics, such as how to set up a network, maintain a database, program in JAVA, or buy real estate.
D. Your email asks to buy unrelated purchases. If your business deals with e-newsletters, then it's not SPAM if you include an advertisement, or have link to your book on e-newsletters. It is SPAM if you send an email that only shows your book on e-newsletters.
It is SPAM if you send advertisements on non-related products, or offer information on the best laptops to buy. Never mind the fact that a laptop is more convenient than a desktop computer in creating an e-newsletter. Your business offers your expertise on newsletters, not computers.
To sum it up, when you are ask your readers to read something other than what you know they had been asking for, then it's SPAM.
Elaine
• If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
I'd be annoyed at any seemingly automated follow up other than one that said "would you like to receive additional (paid or free) stuff from me on occasion? If so, reply now, click here...whatever."
• If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
Nope, not at all. If I sign up for the newsletter, I take what it offers. If I don't like that it offers products for sale, I would simply unsubscribe. However, as long as there was useful content (as yours does provide) then I wouldn't care at all that you offer products for sale, and in fact would think you were dumb if you didn't have them in!
• Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
• Yes. Other than your newsletter which I expect to receive more than once, if I just sign up to receive a free article from you, that's all I expect to receive. If when I sign up for the article, you also ask me to check something that will allow further communication regarding additional articles (or even products) and give me the option to say yay or nay, then that's fine too. However, if you never asked and just assume I will want those, then I would take offense and be angry and figure you were just another "spammer."
• A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
That's a trickier one. I think doing something like that once in awhile is fine and most subscribers who already know and like you wouldn't mind. (I know I didn't.) If you did this every week and/or also tried to solicit business at the same time, I might rethink my subscription to the newsletter. But again, it would depend upon the value that I feel I get from your newsletter. I always weigh that against any of the annoyances. If I am more annoyed than helped, the newsletter gets nuked from my subscription list. I can be pretty ruthless about that too as I feel my time is too valuable to waste reading a lot of junk.
• Would you mind playing a few games of checkers with a really cute five year old?
Been there, done that! I still have to play backgammon with my 16 year old at least once a week or she freaks out. She'd actually LOVE to play checkers with your son. If you're looking for a babysitter in fact, they sound like they'd have a lot of fun together. Just let me know!
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
No, if you didn't follow up with alternative information you would be doing the "filtering" for your reader and assuming that they had a limited interest on just information without a price tag and limited them to just one facet of your business.
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
No, you have consistently explained that an e-newsletter is to provide valuable information for the reader. Whether it is free advice or a great product, each is up to the reader to determine it's worth overall.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
No, I can understand if someone just sent products for sale, however, you have built a relationship with many who are eager to learn more with each mailing, cost or no cost.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
No, in relationships there is a give and take. I felt more connected knowing that you valued your readers' input.
Would you mind playing a few games of checkers with a really cute five year old? I'm still trying to master "Hungry, Hungry Hippo" with my 2 and 4 year olds!
Michael, I had my first "remove" message for my e-newsletter subscription this past week. Your topic for this week came at a perfect time! Thanks for the reality check. ~ Kari
Dear Michael,
You requested opinions-- here are mine. Underlying these responses is my assumption that an e-newsletter is a sales and communications tool for a business, so I expect the business will offer me things or services via the newsletter along with other useful information. As the reader/requester, I can decide whether to act on or ignore each offer.
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale? Fine with me-I can decide what to do with it. If there were too many follow ups (more than 4-5) I would take myself off the list.
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well? I expect to see offers-- I signed up because you have or may offer something I can use.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell? No. Multiple communications allow me to guage whether it is worth staying on the list or opting out.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed? Some people may think you wasted a moment of their precious time. I am a networker, so I think this kind of thing is generally fine, fun and useful. Again, the reader can choose to respond or ignore.
Would you mind playing a few games of checkers with a really cute five year old? Been there, done that. Enjoy being a dad and seeing how those little minds work while you can-- this knowledge comes in handy when they are teens!
Cynthia
Hi Michael
There seems to be cultural differences that I have noticed on the internet / email marketing.
There is a history of the internet being a great resource for free information and indeed open source software. Now that traditional business has arrived via the internet, I feel it will take some time to overcome the general feeling of entitlement that the average person has, that if it is on the internet it must be very low cost, or none at all.
(Also notice that Gen X does not regard digital download of copyright material as any form of theft)
Generally people seem to react differently to the internet, this may be best exampled with some extra questions to Anne.
Say Anne went to a trade show, picked up some glossy brochures, tip sheets etc, and left her card in the fish bowl (ie return email address)
A few days later you sent her a how to brochure, and current catalogue with prices and maybe a sheet highlighting a show special / discount.
Q: Would Anne have the same negative reaction to the catalogue / show special?
If she views this differently, it is not the offer that is inappropriate, it is more the nature of how we have setup the original relationship.
Look forward to hearing Anne's thoughts.
Have a great day
Craig
Hi Michael,
Here are my answers to the 5 questions you asked in the latest E-Newsletter:
1) The free report would be okay for me, but I know you're probably trying to sell something. I happen to be planning for the eventuality that the company I work for goes out of business and I need to be able to act quick to get my own business going.
2) There's nothing wrong with advertising your products for sale in your own newsletter. You have a captive audience. Those who object may be in it for the information only and don't want to buy anything - so when you try to sell to them, they get offended. What else would they be thinking?
3) I'd say that's better than getting a cold call from someone.
4) I think you may have crossed the line there, and I can see why others would think that way too. It's like you need to identify a certain subset of subscribers who you can bounce ideas off - maybe offer them something free for being in that pool of "bouncer-offers".
5) I'd be so lucky with Checkers. My 4-year-old twin boys want me to play Pac-Man with them all the time! I'm starting to like it with the mute button on...
-mk
Hi, Michael,
I'm not annoyed about what I've received from you, so this question doesn't really resonate; I'm more interested in hearing Anne's responses than in trying to put myself in her position. People leave my subscription list at a very low rate -- so far, anyway. I don't usually know why, so I generally assume that what I send out is not interesting to them, or too much, or too often, but it never occurred to me that people would be offended by the fact that I'm actually trying to entice them into my store... why else would they want my newsletter?
I do recognize that I asked you to send me your newsletter, and I know you're in business. So far, I haven't figured out a) how to use your services, or b) how to pay for them if I could figure out a) but I am not naive enough to think that you are sending emails that cost you money as a total act of selfless dedication to my amusement. I expect that you're selling yourself and your service. I enjoy what you write, and always find something to think about, and appreciate that you continue to send your newsletter to me, though I continue to read without buying.
I've taken your advice and I let my newsletter reveal who I am, and it seems to work for a fairly large number of people who want to knit. The rest, I guess, are driving 50 miles to buy yarn if they are so offended by my newsletter.
Your queston #4 reminds me of times when customers have been in the store while a yarn rep was visiting. I have sometimes brought samples out and asked customers for their opinions. Technically, I suppose this could be considered an abuse of the relationship we have -- that I am somehow taking advantage of them -- but in fact, in every instance, people have been excited to be closer to the decisionmaking, part of the process of getting yarn into the store, and valued enough to be asked for an opinion or for help.
RE: Q 5: Would you mind playing a few games of checkers with a really cute five year old?
I've been working on a variation of the fax machine -- one that would allow parents to fax children to their grandparents or other interested adults. There are still a few minor glitches to work out -- the last batch of kids ended up with the "sent from" phone number tattooed on their foreheads -- but when I get it working a little better, you can send him here and we'll play with him. However, I can't promise that I won't teach him to knit while he's here.
Allison
Hi Michael -
I just wanted to weigh in on your email experience with Anne. I think Anne's spam radar is a bit overreactive and needs to be adjusted a bit... To me, it's not spam unless I am receiving emails from an entity that has not asked my permission OR from which I have asked to be unsubscribed (this is currently happening to me with some travel site, www.away.com - I've asked them to stop a billion times but I keep getting their darn emails!!!) I suppose you could have mentioned in your initial e-mail that you intended to send additional communications, just to make sure they were wanted... but since she initiated contact with you, I think you should have been safe to assume that she would appreciate additional information. I think people tend to sling the "spam" accusation around a little too carelessly these days.
I don't think any of the scenarios you presented were inappropriate. As long as everything you send is closely related to the information your recipients agreed to receive and you're not clogging their email boxes with dozens of emails every week, I don't think there's a problem. Personally, I would not take issue with receiving these additional emails. If you suddenly started sending out emails trying to sell your daughter's Girl Scout cookies, then we'd have an issue!
And finally, I will have to say no to checkers - but do I know an adorable 21-month-old who'd love to play... hope your son doesn't mind a little drool and peanut butter on his checkers!
Take care and have a prosperous 2005!
- Kathi
Well Michael, I am certainly no expert in the field of writing electronic newsletters. However, I don't think you crossed the line with any of the suggestions. If I don't want to buy something, I just delete the e-mail. I have often asked myself these same questions as well. One time I sent out a workshop announcement to my subscriber list, and I lost a subscriber immediately after that. So who knows? I like what you said about weeding out the people that wouldn't be a good fit for you. That's what I always tell myself when I do workshops. Some of the people will like what I say, and some will not. Keep up the good work — you write an awesome newsletter!
P.S. No, I don't want to play checkers with your five year old — Checkers is too boring.
Lori
Hi Michael,
Here's a technique that some might consider a little over the line but it worked very well.
I've been running my Coding-in-SQL newsletter for just over two years now.
For the first two years it had been called The Transact-SQL UDF of the Week Newsletter and had been text only. The name change reflected a change in the focus of the newsletter and was accompanied by the addition of an HTML version. Over the two years about 25 percent of the subscribers eventually unsubscribed or were dropped due to bounced messages.
After a few weeks of the new newsletter I decided to send a short message to all former subscribers pointing out the changes in the name, content, and format of the newsletter. Of course, there was a link to the online version of the new issues so they could see what they looked like.
The results were great. About 25 percent of the message recipients resubscribed. That was a nice boost to circulation.
About 40 percent of the messages just bounced so they represent e-mail accounts that no longer worked.. That leaves 35 percent of the former subscribers that either had the message filtered out by their anti-spam program or just ignored the message. Some of them might have been annoyed by what I did. I don't know. Nobody complained so I consider the exercise a success.
Regards,
Andy
Michael,
Thank you for such an insighful newsletter. I always know reading them will give me useful information and look forward to reading them. I did not find your email one bit offensive or believe you crossed the line.
I thought of it as a great marketing strategy. That opinion goes for all of your points.
My opinion is, if Anne does not like the communication from you, she should unsubscribe from your newsletter list. Those who get bent out of shape from solid relationship building processes don't deserve the benefit of a useful and informative newsletter. Part of being able to offer a great newsletter, free of charge, involves some sort of sponsorship or sales - in my opionion, that is just part of the deal.
Keep up the good work!
Sheri
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
- I consider following up with an additional but unsolicited free report OK. Being bombarded with these would be a problem (there is a guy who has my email who is constantly sending me stuff - too much).
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
- OK with me, as long as not too salesly, promotional, etc. (not a problem with mailings I have received from you).
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
- No, there is some kind of residual connectedness that puts you in a different category.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
- this is pushing the boundary a little, but still OK with me. Again, how often is the issue - no problem with every once in a while.
Would you mind playing a few games of checkers with a really cute five year old? - I share your bafflement about the popularity of checkers. Have already done my parental checkers stint. I get a little break until grandkids start materializing. In a couple of blinks your 5 year old will be 15 and uninterested in doing much with you (or even being seen with you, quite possibly), so my suggestion is to try to enjoy the checkers now, as difficult as that may be.
Michael,
As always it is such a treat to get your newsletter! The exchange you had with Anne touched a nerve. I am only beginning to experiment with email and I found that one of my own first responses to monitoring the stats on Constant Contact was "Why isn't EVERYONE opening and responding to my email? After all, they ASKED to be on my mailing list, for Pete's sake! Why sign up for something you have no intention of reading?"
So in that vein, here are my responses to your five questions:
1. If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
Free is always good, but I am never offended by you offering something for sale or letting me know about something other than what I signed up for. That is part of my understanding about the nature of your business. You are offering me (often free) valuable advice plus extra special, super-sized advice in various packages for a (modest) fee.
2. If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
Never. I am enough of a grownup to be able to say, "Hey, this is not something I want. PERIOD." Anne's response to what she suddenly perceived as "spam" tells me a WHOLE lot more about her, than it does about you. In fact, if there was such a thing for email marketers, we could have an expert profile her based only on what you experienced and probably come up with a fairly accurate description of her life . . . not that we would ever want to do such a thing . . . of course.
3. Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
Absolutely not! The beauty and power of your own emails is that they are so funny and informative and speak with such a TRUE voice based on obvious extensive experience, that each one I get first of all gets READ and then always reinforces the positive relationship I already have via email with you (even if we had never exchanged any other kind of communication). I sometime forget I'm on your list and then there you are again, and I say, "Oh boy, another email from Michael! What cool thing am I going to learn about today? What has his guru Jonathan taught him this time?" Each newsletter you send me builds on the past. And if at any time I suddenly decide I don't want any communication with you, let's see, hmm, what can I do? Ah, yes! I can click on the Unsubscribe link at the bottom of the email! But I would be poorer for doing that.
4. A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
If I lived in your area, I would have been happy to respond and participate in any useful way I could, based on our existing positive email relationship. Definitely no offense taken.
5. Would you mind playing a few games of checkers with a really cute five year old?
See, Jonathan again. And yes, if I lived in your neighborhood I would be delighted! And since I've forgotten all the rules I knew with such devotion when I was a kid, it would be fun learning all over again (especially the variations).
Cheers,
Bruce
Michael:
I love your newsletter and could not wait to take advantage of your offer to comment on your reader's objection(s).
Your questions:
Q1. If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
A1. I may be unique in my tolerance level, but if any person that has been using the Internet for any length of time subscribes to any free content information delivered in any fashion, he/she would be abysmally naive to think that the commercial message will never come. Does this person watch commercial TV? Does this particular reader sit thru TV commercials grumbling about the products being offered for sale were not implicitly included in the free TV programming?
Q2. If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
A2. Again, I may be unique, but I realize that I am a content "junkie", so I accumulate all the knowledge that I can about any subject in which I am interested, just in case someone asks my professional opinion about that subject later on. Having read the free stuff, I appear to be knowledgeable. Wait a minute, having read the free stuff, it made me knowledgeable! How nice to get a free education! When the commercial message arrives, just like on TV, I have the option to read it or delete it. Small price to pay.
Q3. Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
A3. Absolutely not. Only a fool would not expect the shoe to drop. When one of your readers gets to the point that your free stuff is not worth reading the "commercial" message, he/she can simply opt out of your system. This is simply tit-for-tat, as you snobbish Easterners would say: quid pro quo. (ha-ha)
Q4. A few weeks ago I was writing an article for a local paper and e- mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
A4. By my being a friendly and outgoing Southern boy, I have all my life made assumptions about people with whom I interact, specifically I look at others being friendly, too. Until, like your reader who complained, you crossed her line. Were I you, I would look upon my subscribers as friends until told differently. This particular reader had her personal "space" set well away from her person, so she wanted you to send in the free stuff, as if information exists in a vacuum, and don't bother her with your personal goals. I think most of your readers would have been delighted to offer their opinions. As in any bell-curve distribution there are the fringe entities. As some wise and observant person (I think it might have been H.L. Mencken {sp?}) once opined, "One of the most foolish pursuits one can have is to try to please 100% of the readers" (not a direct or accurate quote). If the complaining reader had only read more about marketing on the Internet, she would have realized that the "hook" method is ubiquitous. All marketers suggest giving something away of assume value "free" to get the readers attention. The selling comes later and should be fully expected.
Q5. Would you mind playing a few games of checkers with a really cute five year old?
A5. Sorry! I did my time with my own son. Enjoy it and don't be too quick to establish the borders of the game. Let his imagination run, and be pleased that he quickly rationalized his backward move as "advancing to the rear". There will be plenty of time later on in life for your son to encounter the hard rules and restrictions of life, without imposing them too quickly. Put the social boundary rules in front of your son, as they pertain to social and personal interaction, but not within the games, yet.
This lengthy diatribe is the result of your invitation to respond freely, which I did. Like my comment above, it is the price you pay for being an "open" person, unlike the reader you "offended".
Thank you for the opportunity. Keep to the same path; I am sure you have the support of most of your readers, but never all!
Brandon
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
Unsolicited contact. It's just me, I guess. I prefer to opt in to all emaill correspondence.
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
No.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
I don't think so, Michael. I would guess you have a healthy brand franchise, and customers will make allowances. Especiialy if you are suitably contrite and make fun of yourself a bit.... More freebies please....
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
No. I think it's you they like. You've built up the relationship.
Would you mind playing a few games of checkers with a really cute five year old?
My ten year old niece is bad enough - already a poker player. My sister reports online poker has replaced homework. Shades of my grandmother....
Best,
Simon
Michael,
Here are my thoughts:
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale? If I already receive a newsletter from the company I usually don't mind getting something salesy. (New word) If it comes too often (like once a week) though I don't like it. I think the lady you spoke of is a bit too sensitive...
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well? No I think thats OK and should be there.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
No I think that approach is fine.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed? No, I think thats fine also.
Would you mind playing a few games of checkers with a really cute five year old? Hey, I have a five year old boy also and we play checkers, backgammon and a ton of other games. (Some I like better than others! Checkers is not my favorite either.) Love the personal touch in your newsletters.
Janet
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale? Yes, because I made the decision to "invite you into my trusted circle" because I like you, your message/style, and it is relevant to me. Certainly I don't read every email you send (and I know you know this and that sometimes guilts me to actually quickly opening it and scanning, but that's an issue for another day ;-) and when that situation arises I simply hit the delete button. The difficulty you (and all of us marketers face when sending email) is that the stars need to be truly aligned for a connection to occur and a response to be generated (positive or negative)...much like this one from me. I can't be busy, stressed with deadlines, thinking about other things, in the mood for cleaning out my email box...and on and on. I just happened to return from an eye exam and just plopped back down at my computer. Perhaps I didn't want to start diving back in to work right away, and your email was a good diversion and an opportunity for me to say "hello". Your email arrived at Anne's inbox at precisely the wrong time...or she is simply one of those people who troll tradeshows with big bags and grab free stuff from vendors and could care less what they sold.
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well? Absolutely not.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell? That -- from a marketing perspective -- is a frightening thought and very unlikely in most cases. With so much brand choice and over communication people, I think, will latch onto people they know and trust and value their message and product/service...it will make their decisions and life easier.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed? It didn't cross the line, but I did a double take...it was such a departure from your conventional format, style and content. In the deep recesses of my mind I wondered if this was the start of more (and different) communications from you...and how I'd respond to it.
Would you mind playing a few games of checkers with a really cute five year old? Only if you play trucks and dolls with my very cute 9, 7, 4, and 2 year old? ;-)
Hello Michael,
I couldn't resist the urge to respond to your hyperlink. I follow your newsletter and can't wait to open it each time it arrives. I hope at some point, my company newsletter will be as intriguing to my customer base as yours is to me. I'm still practicing. See my responses below. Thanks for the useful and TIMELY (this I am still working on) content each time.
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale? The fact that you offer something for sale is irrelevant to me. Maybe it's because I too have something to sell. Don't we all? There is the DELETE key, and I use it when I have to--usually to delete the 500 spams (real ones) per day that I get from people skimming my business emails from my website. (We have since encoded our emails, but once bitten...)
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well? If you never ask for the sale, your children will be hungry.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell? I don't think so. E-mail can be such a touchy issue. However, when I follow up with a thank you note to someone who shopped with us at a art show and send my business card along, isn't that the same concept?
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed? I think if your intent is to build relationships, then no it is not crossing the line. However, that being said, I believe that in general people have not been educated in the true concept of networking. I am still an early learner, but I am getting it!
Would you mind playing a few games of checkers with a really cute five year old? I would love to! I have one of my own. Aren't they adorable? In fact, I have four children to be exact--almost 16 year old daughter, 11 year old daughter, 5 year old son, and 2 year old daughter. They are why I do the business I do. And THEY are the reason I ask for the sale each and every time. Perhaps you should have asked Anne if she would be happy if her children did not have anything to eat. I suppose that borders on sarcasm, but you have to wonder sometimes why people don't get it. We aren't trying to maim and tie someone up to buy our products. We are just trying to feed our families and pay our bills. We are no different than someone doing the 9-to-5 for computer manufacturers, grocery stores, etc. They just have someone else to do the selling for them. There's my two cents and my opinion too. Thanks for asking!
Regards,
Edna
1. If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
It would be fine; I love free food. If an email is coming from YOU, neither the "unsolicited contact" nor the "offering something for sale" would bother me. Hey, let's face it, when you're business is doing well and you're happy, then I'm happy. We're in this together, it's just that you do all the work, you get all the money and I get to answer questions you pose. Who could ask for anything better?
2. If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well? Line? I went through everyone of your past emails and I did not see a single line, solid or dashed. So, my short answer is that I cannot reply to this hypothetical. My long answer, in short form, is that I bet if I didn't like it, you would find a way to strip that part of the email out and send the rest to me.
3. Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell? These 3 types of friends: those whose "value" function can increase and decrease given a series of events and interactions; those who are always high and you pick up right where you left off no matter how much time and distance has passed; and there are, well, it's not a nice word (rhymes with asshole -- see, I've been learning a thing or two about humor). Michael, you will always be different than the guy or gal who simply (or with complexity) contacts me cold (hmmm, now were I contacted hot, this might be a different story, hubba hubba) with something to sell. As Joe Namath said on Monday Night Football, "I want to kiss you" (now if you do not watch that show or listen to sports radio, please ignore that happy thought).
4. A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
My long answer is, absolutely not. My short answer is, no.
5. Would you mind playing a few games of checkers with a really cute five year old?
Depends on what you mean by five year old. Human years or in dog years? Married or unmarried? Etc. The number of things that can be interpreted differently are endless (assuming you use the same meaning of endless as me).
Bruce
Hi Michael -
Beyond thinking that Anne was having a bad week last week (and that she has a very broad definition of spam) here are my thoughts on your questions (which apply to all newsletters - not just yours):
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
Yes. If I subscribe to your newsletter I'd expect that from time-to-time you *might* send me an additional report. I'd consider content like this to be a longer form version of the newsletter with even more of the type of content that made me subscribe in the first place. Bottom line: I think it's reasonable to do this.
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
No. There's no free lunch. If you provide useful content in a newsletter then the quid pro quo should be the ability to insert a sales offer of some sort. If the content doesn't remain useful? Well, that's what the "unsubscribe" link is for, right? If I stop seeing value in receiving a newsletter then it's up to me to unsubscribe.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
Yes and no. As long as I find your newsletters interesting/valuable/etc. the value of receiving it stays high. Of course, I'm not going to unsubscribe just because I didn't find the last newsletter useful - but if the trend continues then I need to unsubscribe. You do need to continue to prove the value of the newsletter (over time - not necessarily each issue - there just may be some topics that aren't of interest), and as long as you continue to do so then the sales offer is acceptable. Again - it's up to me to unsubscribe when I no longer find value in the newsletter.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
I don't think so. The intrusion wasn't that big, and you're right - by being a subscriber (and *keeping me as a subscriber*) we have developed a relationship, so it's fair to expect a random email now and then looking my input/feedback that is at least somewhat relevant to the topic/scope of the newsletter.
Would you mind playing a few games of checkers with a really cute five year old?
Only if you play Crazy Eights with my 4 year old! ;-)
Regards,
Michael
It suggests a future related newsletter topic for us that you may choose to address: dialogue marketing.(Harvard Business Review article - February 2005) It's just another technique from our professional toolbox and a common practice that we use for the appropriate client and their targeted audience. She's a target and she don't know it!
P.S. When I was home from college over the weekends, I played checkers with my grandfather. This one-on-one opportunity with my captive audience allowed me to learn more about his entire life history over that game than I ever would have around the cacophony of crowded family dinners.
KEEP PLAYING! Try it when your five-year old is 15 and it might just keep the lines of communication open with your teenager - the more you know.
PPS. Keep sending me STUFF
Life is brighter when the light reflects off the newfallen snow,
- Cathy
Hello! Here are my answers to your questions:
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
- Because I am very interested in the content of your newsletter, following up with unsolicited free reports would be fine with me. I am also fine with sometimes receiving product offerings from you. I don't consider this spam because I'm interested in what you write about.
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
-This do bug me when newsletter do this too much. For example, I like a newsletter that I subscribe to but I think she often crosses the line into blatant self-promotion, and it really annoys me. I like her stuff, and some promotion is necessary and good - but I don't need to be hit over the head with it. I'm already a fan and a captive audience, and when I need some writing ideas, I think of her. I don't need her to keep telling me to think of her. I think one mention in a newsletter every once in a while - and only if it totally relates to the content - is okay. I prefer content to be content when I expect it to be content.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
- No, I'm okay with this (see first answer).
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
- No, I was okay with this, too. Everyone likes being asked for advice. And being a writer I understand how finding good sources can be hard.
Would you mind playing a few games of checkers with a really cute five year old?
- Sorry, I have a very cute five year old nephew who is also fascinated with checkers. I see red and black dots in my sleep. At this point I don't think taking on another cute five year old would be good for my health. But I can empathize with you if that makes you feel any better.
You write a great newsletter. It's one of my favorites. Keep it up! Thanks!
Jessica
Michael:
#4 is the only practice I would disagree with.
Michael-
I have to admit, we're entering the murky waters of e-mail marketing ourselves. So I can't say with 100% confidence as to how my readers would respond; however, I can tell you how I would.
The key in sending e-mails—as you know—is to send things of Value, with a capital V. Now, in this case, you've sent a report about starting your own business. If it wasn't of value to me, I wouldn't click on the link, and I certainly wouldn't request the piece.
But let's say I have. I think it's quite reasonable for you to assume that this is something of value to me—maybe I am thinking of quitting and would like to start my own biz. Or maybe it's someone I know.
After that, if you follow up with additional e-mails of pertinent or related value, then why not?
Let's be clear here about relationship: we're not developing a friendship. We're developing a "trust relationship," if you will—over time, if you continue to provide me with useful info, I will trust you as a competent and trustworthy source of that info. Frankly, I'd be stupid not to think that you're doing all this simply for my benefit—you have to make a living too. So when I sign up for any newsletter, I have to reasonably expect that at some point I will receive a sales pitch.
So let me answer your specific questions:
1. You would be offending me if you sent me an additional report that is unrelated to the first. If your subsequent e-mail was about How To Ask For a Raise, that would be... Well, frankly, it would be pretty stupid. But if you sent something related, like "10 People Who Have Quit Their Jobs and Started Their Own Businesses" or "How to Obtain Financing For Your New Biz" that would be of value.
2. No... But then I guess it depends on how it comes across. I don't believe this becomes a license to start pressuring me just to buy, buy, buy. The relationship must be respected. The offer must be presented in a way that follows smoothly from the information previously offered. A compelling reason to buy must be stated and reiterated.
Some e-newsletters use this as an opportunity to send HTML e-mails with ads embedded. IMHO, this is irritating. Frankly, I ignore them, just like I ignore ads on web sites.
3. I think you're 180 degrees different from the cold caller. Of course, each person has their own threshold at which they will feel 100% comfortable with you and trust you to make a buying decision—you can't meet each one face-to-face, after all. Some people may buy after 2 freebies, others after 5 or 6. It's a personal thing, and it also begs the question for you: how much is each sale worth to you—how many freebies are you willing to offer to pursue a sale?
4. Now, this is where we get to the fine line. I recently subscribed to your newsletter, so in all honesty, I probably wouldn't have responded—after all, I don't know you from a hole in the wall! But let's say I've been a long-time subscriber, and have bought from you... Maybe then? Hard to say. I guess you'd have to sweeten the pot—offer to quote me or showcase me / my company in your article so I get some free publicity. That would definitely pique my interest in helping you.
5. Try playing it with a really cute three year old!
As Annie put it, this is personal opinion. We're all in business, after all, and we all want to make money. We're not running charity. (Unless we really are!) Even if you sign up for an e-newsletter being offered by a non-profit, you will eventually get a sales pitch—a request for funds or membership. (E.g. Since donating to UNICEF for the tsunami relief, I continue to get hit up with requests for more donations—along with other updates about relief efforts, etc. If I feel these are irritating to me, I can always unsubscribe—as long as it's easy to do so.)
Even consider a web site offering free content—why would it offer an e-newsletter? Only if it wanted more visitors to its web site. Why would it want that? 1. Increase membership, or 2. Encourage more advertisers. Even this sort of web site needs to pay the bills—so either it's being subsidized (NBC.com, CNN.com, etc.) or it's somehow paying for itself.
Ok, this e-mail got long enough. But I hope my opinion helps!
Regards,
Shardul
Hi Michael,
I've been getting your newsletter for a little under a year now and I have to let you know how much I love it!
I no longer operate my own online business since I have recently changed fields but I continue to subscribe to your newsletter nonetheless.
Your relaxed way of writing and the hilarious anecdotes you use to join marketing and real life are priceless! I look forward to seeing the next issue in my inbox every few weeks and immediately go and read the newsletter as soon as it arrives.
Your latest newsletter was just crying to me for some sort of response, not only did I laugh so hard I fell of my chair at your son's antics in the game of checkers but I feel very strongly about the topic that centered around another subscriber "Anne".
I really think that she has missed the boat on this one - and even though she professes that "this is only one person's opinion" I will assure you she is probably the only one that thinks that way!
In my experience with email marketing - it's true that it's almost impossible to please everyone - but I've also learned that people these days are a lot more accepting of the fact that email is also a sales tool. Just like most people - although annoyed by them - really don't hate telemarketers.
I'll admit you do get the odd person who despises telemarketers but usually that's because they had a bad experience with one. Either a pushy caller who couldn't take no for an answer or one who called at an extremely inopportune time .
I firmly believe that this applies to email marketing as well. The average person realizes that email is a very powerful sales tool and they also know that a few bad apples spoil the bunch.
I even spoke to my Grandmother on this issue (who is one net-savvy granny!) and she said it best - "If I'm not interested than I just delete it - not half as bad as trying to politely get rid of a telemarketer"
So hopefully the little episode with a very vocal and hard to please customer won't spoil the great work and wisdom that you constantly share with me and others every other week!
Have a great day!
-- Gabrielle
1. If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK?
Yes. Anne's definition of spam is no different, or more mature, than your five-year-old's definition of moving forward. If she granted you permission to send you commercial e-mail, then e-mail she does not like does not suddenly become "unsolicited." It's still solicited until she unsubscribes.
2. If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
No. You are businessman using an e-newsletter to sell readers on the values of your business, which consulting on the production of e-newsletters. If the products you offer for sale are offensive, a reader like Anne has the option of unsubscribing. She is a fool if she believes that she should get something for nothing; a "free" whitepaper is at the cost of her time and being a prospect for your business.
3. Does my "value clock" reset to zero with each new communication?
No. You either have someone's permission to send commercial e-mail, or you don't. You can send as little or as much as you want, at the risk of a recipient revoking that permission. Otherwise, why would you be allowed to ever e-mail someone a 2nd time?
4. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
Had you done that, maybe, but you didn't: You asked "if anybody had examples related to the topic." The topic was e-newsletters. The title of your e-newsletter is "Michael Katz's E-Newsletters on E-Newsletters" -- how is this "on a topic other than for which they had subscribed?" It isn't.
5. Would you mind playing a few games of checkers with a really cute five year old?
I've got one of my own at home, but thanks anyway.
Best Regards,
Luke
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale?
Hmmm… both I guess. Personally having once signed up for something from you and recognizing your name brand and penguin I am more than happy to see your name pop up in my inbox. If the quantity of mail became excessive no doubt I would soon unsubscribe. I think for most people it's the selling bit they object to more. Its ok for you to give us free advice but heaven forbid you might want to try and earn a living…
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well?
Same again. Technically yes but you are entitled to eat! There does seem to be a difference in people's minds between saying. Email marketing is great — (which incidentally we do) and we are selling email marketing packages please buy them.
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell?
No not at all. You have much more credibility to me having given me free advice in the past. Although I guess it could work against you too — people feel spurned. You are the "wolf in sheep's clothing", at least the other guy admitted he was a wolf from the start.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed?
I don't think so. Did you get may unsubscribes as a result of that?
Would you mind playing a few games of checkers with a really cute five year old?
In London?
Thank you for great and informative newsletters. Keep them coming.
Best regards,
Joel
Michael -
Here's what I think:
If I followed up with an additional (but unsolicited) free report to you, would that in your view be OK? In other words, is it the unsolicited contact that annoys you or the fact that I'm offering something for sale? BOTH are ok. Anything FREE is good, let's be real here. I think it depends on WHO is offering something for sale. Coming from you its fine. You are not high pressure and annoying. Someone else, well, they could be annoying.
If I offer products for sale in the body of my newsletter, do you think a line has been crossed as well? No, not at all. Anyone in business should realize a newsletter isn't 100% about giving something away. There is an underlying purpose to the communication...
Does my "value clock" reset to zero with each new communication? If I've sent you two or three or ten free valuable things and then offer something for sale, am I no different than the guy who simply contacts you cold with something to sell? Yes, you are different. By sending us the Newsletters and even the "valuable things", we have a relationship. That goes much farther, for me anyway, than the guy who calls me cold.
A few weeks ago I was writing an article for a local paper and e-mailed my subscribers asking if anybody had examples related to the topic. This had nothing to do with E-Newsletters. Did I cross the line by e-mailing people on a topic other than for which they had subscribed? Maybe. It did not bother me but I could see where some folks might frown upon that. But I guess "they" kind of miss your point about relationships and networking if it bothers them that much.
Would you mind playing a few games of checkers with a really cute five year old? Yes, sorry, I would mind. I too am not fond of checkers. Although I do remember playing all them time when I was little. Its the easy to grasp strategy that I found appealing. The thought that I could outwit my grandmother kept me smiling long after the games were done.
