If we have opt-in email lists we regularly send messages to, we must understand who our customers are, why they signed up in the first place, and what they want today.
In the past, the verification of someone opting into your email list at least protected you, especially double opt-in. Now we are going past protection to relevance. In other words, relevance and knowing the customer's preferences is the new currency of the email strategy.
Someone today would consider you a spammer if you're not relevant to the promises you made in motivating them to sign up in the first place. Now they wouldn't use the term spammer or say they didn't sign up with you; but in their minds they're thinking that if it's not relevant, they'll get rid of us.
We must understand the underlying reason for people signing up for your email list; not just the details of it. Details and strategies can change all the time, the motivating reason behind why the consumer 
signed up doesn't.
Having said that, everything still changes as people are forced to adapt to the myriad number of changes in the marketplace all the time.
The thing to remember is that even though technology, products and services change at super-sonic speeds, people don't. So you don't have to panic or feel you have no control in the situation. Yet, we must keep on top of overall trends and what people are interested in.
For example, if you market to those who want to start an online business, this may be their purpose for signing up with you, and it may never change. What might change though is the growing number of options available that they can use to make it happen.
If we continue on with something that was a fad or short-term interest, and the general consumer is no longer interested in it, we can be irrelevant too them very quickly if we don't start including the newest opportunities or changes as part of our messages.
A new definition of an email spammer, from the point-of-view of the recipient, isn't whether you are legitimately sending them an email, but whether what you're sending fits into their present interests. This is part of the new currency in the success of email campaigns.
For people who feel as if what you are sending them isn't for them, then they have a right to remove themselves from the mailing list.
I do not think it is a big deal to click on 'Remove'. Why do some people make such a big deal about it is beyond me.
Spam is the real time waster and now there are companies such as emailhosting.com which even eliminates spam; and so, what else can people find to complain about.
Be happy and live a more fulfilling life. For every problem out there, there is a solution. Use the best solution and be happy. Happiness is living.
Posted by: Email Hosting | October 21, 2006 11:42 PM | Permalink to Comment