Is Email Marketing a Dead Advertising Medium? - Page 2
Opt-in email addresses are just those that are not manually harvested, and are comprised of addresses that have been willingly given out by the user, suggesting that they are happy to hear about your product or service. Double opt in lists are those that have been confirmed twice; once you get a list of emails - collected from a list merchant, or through your own data collection portal, such as a newsletter subscription form – make sure you send an email asking the user to confirm that they would like to receive more emails from you.
Although this may sound strange, as it will mean you’ll lose a lot of ‘potential’ customers, it actually isn’t. This is because you only want to spend money advertising to the people who are truly interested in your product or service. The double opt in confirms that; it allows you to spend money on the people who actually care.
So, is marketing a dead medium or is it fantastic advertising? Simply put, it depends entirely on the company driving the campaign. Companies that use email marketing in a legal, non-spammy and intelligent way will see they results they deserve, and the poor quality advertisements will continue to sink to the bottom of the spam box – there’s not much else to it.