Why did I just give that website my email address?
Usually this question comes up after you’ve given your email address and realize, or have that sinking feeling, that as a result you’ll probably be deleting an extra 50 emails a day. It’s very difficult to know for sure whether or not someone’s going to sell your address.
In order to reap the benefits of some websites (newsletters, white papers, e-books, etc.), it’s required that you give up your email address in order for them to send you whatever it is they’re promising. It’s the basis of permission marketing which is simply the idea that you agree in advance to have someone send you information about their products or services. In most cases it’s a fair trade. Sometimes, not so much.
More and more, at least to me personally, it seems like websites are taking advantage of the fact that in the past it’s been a fair trade. People have given their email and have gotten something of value in return. You are used to actually getting something of value, whether it be a weekly newsletter, or an e-book. If you’re interested beyond that, it’s on you to contact them.
Now, just today in fact, I gave up my address with the promise of sample chapters of a book that I was considering purchasing (not anymore). This led me to believe that the sample chapters would actually be chapters. Not a couple paragraphs from a couple chapters. Not a very good way to get me hooked, or more importantly not feel jaded.
What’s worse, in most of these cases I can expect to get at least one email a day, if not several, trying to sell me the book or their services. It’s no longer a permission based marketing campaign if you’re pissing off the people who gave you permission. How can you build trust this way? Answer: You can’t.
If you plan on using permission based marketing, make sure you have something of value for your potential clients. If you plan on marketing to them on a regular basis, don’t abuse that little bit of trust they’ve put in you by basically spamming them. It’s bad enough we have to get spam from all the other idiots out there.