Fascinating interview at:
Interviewee is Jim Sterne.
He says a bunch about the s*p*a*m problem and offers some possible solutions.
He also pleads with businesses to define what expect to achieve from sending out the emails. Do you want the prospect to:
- Download a white paper
- Enter a contest
- Buy something
Whatever it is, follow up and TEST to determine if your efforts were suggessful. Did your prospects download the report? Did they enter the contest? Did they purchase what you were offering for sale? what percentage?
Once you have this information, you’ll want to revise your email campaign or scrap it and start over.
Whatever you do, pay very close attention to his last comment:
“Whether you’re doing email or a website, make it about the customer instead of about the company.”