Can Spamming Be A Legitimate Marketing Tool?
I earn my living as a marketer.
You can call me a consultant or a digital marketer but in every project I’ve taken on, there has only ever been one metric of success, leads.
Actionable leads that battle hardened sales staff can squeeze money out of. The money pays for their commissions, the lead acquisition costs, my fees and of course a comfortable profit for the business owner.
Now I’ve been thinking about this post and what I feel comfortable disclosing and I’m not sure where it all falls out. Spamming is illegal and that I have never directly engaged in spamming as a marketing strategy. Having said that, somebody sure is spamming a hell of a lot.
Because it works. As sophisticated as spam filters have become the occasionally email gets through and the effectiveness of spam filters actually increases spam open rates. Huh? Well, email spam filters have become overly aggressive and the occasional “non spam” email gets filtered. Most of us have become conditioned to occasionally peruse our spam folders and as we do we scan email subject lines. What? One Day Sale? Oh? I have an appointment scheduled regarding my tax debt? Hey, is this a legit email?
Do you see how it works? And since the cost of blasting out hundreds of thousands of emails is minuscule, it only takes a fraction of conversions to make a spam campaign worthwhile.
But how is it done?
Okay, so if I were to embrace the darkside and create a spam campaign from scratch, here’s how I would do it.