Don't Use Bulk Email Lists

There are two kinds of spammers out there. The worst kind of spammer is completely unethical, usually immoral, and sometimes criminal hoping a few people will be gullible enough to respond. Then there are the less offensive spammers who are perhaps just untalented, uneducated, or unethical marketers who would rather send out a perfectly appropriate offer - but rather than targeting it they decide to send it to 50 million people hoping to hit their market is shotgun fashion.

It can be tempting to buy a CD of a million untargeted email addresses for $39.95 and send email out for fractions of a penny per address. The temptation can grow when comparing that cost to $500 - $3,000 for 10,000 targeted opt-in addresses (more on these terms later). Why spend so much money on a targeted list when you will likely hit many interested people by sending to 50 million generic addresses?

There are reasons why targeted email is more effective than bulk spam email, but these advantages don't outweigh the cost factor for those whose ultimate value is money without consideration for values such as common courtesy, professionalism, appropriateness, and respect. Why so much spam? Basically it's for the same reason that we are often interrupted during dinner by annoying telemarketers; there are so many marketers out there who consider money the ultimate, and perhaps only, consideration.   next >