That is a question a lot of readers have asked us. Does MYNIPPON and its network of websites use email marketing?
The answer is yes and no. When MYNIPPON was first launched in 1999 (the good old days when people actually sent us messages asking us to tell them when a new article appeared), we started a fan club and would send out a email newsletter about once a week. It was helpful since it brought back the visitors, strengthened brand image, and emails were often forwarded to friends (creating a more positive image about us - after all a referral from someone you know is more powerful).
Some time in 2001, our email list was too large (over 25,000 members) but at the same time there were problems with the email list. Many members who had initially opted in to receive emails did not like any email communication since SPAM was becoming a big nuisance. Spammers were also using our email address to send out spam and that made many email list members block our address. Many members requested that we delete their email address from our database.
Our conclusion: email as a marketing channel was dead. We are aware that some companies still maintain email lists (our sister website Lindisima: Latina on the Internet still maintains an email list of over 15,000 members who love our newsletter sent out every two weeks) but our analysis has shown that it is better to use the MYNIPPON blog to communicate with our fans.
Should you use an email list?
The answer is yes and no. When MYNIPPON was first launched in 1999 (the good old days when people actually sent us messages asking us to tell them when a new article appeared), we started a fan club and would send out a email newsletter about once a week. It was helpful since it brought back the visitors, strengthened brand image, and emails were often forwarded to friends (creating a more positive image about us - after all a referral from someone you know is more powerful).
Some time in 2001, our email list was too large (over 25,000 members) but at the same time there were problems with the email list. Many members who had initially opted in to receive emails did not like any email communication since SPAM was becoming a big nuisance. Spammers were also using our email address to send out spam and that made many email list members block our address. Many members requested that we delete their email address from our database.
Our conclusion: email as a marketing channel was dead. We are aware that some companies still maintain email lists (our sister website Lindisima: Latina on the Internet still maintains an email list of over 15,000 members who love our newsletter sent out every two weeks) but our analysis has shown that it is better to use the MYNIPPON blog to communicate with our fans.
Should you use an email list?
- Absolutely, but be careful about who you are buying the list from. Emails still generate higher conversion rates than most banner/text ads.
- If you have your own email list, make sure that you use it carefully. (Related articles: Email marketing strategy and Best practices in email marketing and how to incorporate it in your overall marketing program)
- Develop a Plan B while you are doing this since we do not expect that email marketing will last too long.