E-mail, since the advent of today’s network, has established itself as the most widely used communication tool by internet users around the world. Not only an immediate way to exchange messages, documents and photos in comfort but also and above all an advertising channel for the millions of companies now established in the digital world. It is in fact shown by several studies that email messages have a much higher impact on the public, remaining evident in the mailboxes of each user for varied time. Compared to the promotional messages on social or SMS they have a much higher open rate and a greater degree of customization, appreciated by users who use the internet to make purchases. Investment costs also drop dramatically, with an ROI that has no equal for any other method of communication, even considering the most modern. Point in favor then for advertising strategies but always being careful not to fall into the circle of junk mail or spam, which instead will have completely contrary effect on the reputation of the business.
Avoid junk mail and spam
In order to avoid incurring penalties and complaints that do nothing but burden the authority of the site, it is important to avoid the mass sending of unauthorized emails. Those e-mail that in jargon are called Junk mail and that for clarity we can define as: “mail that advertises products and services and is sent to people although they have not asked to receive it” (Cambridge Dictionary). In order to be able to send promotional messages, newsletters, updates on new products and any type of similar communication, each user must in fact send consent to receive this type of notification. Without accepting these terms, no company, at least on paper, should be able to access the sensitive data of users, in this case the email address, to exploit them for commercial purposes. Otherwise we talk about Junk, from the English “scrap or stuff to be discarded”, which indicates all those commercial emails to be deleted. Unsolicited advertising messages, which not only put the brand in a bad light in front of an audience of potential customers, often lead to complaints or lawsuits related to a lack of respect for privacy rights and sensitive data. A path that is always not recommended to take if you do not want to see fade from now on those dreams of growth and success that every online business prospects for their future.
