My good friend Jon Dale was writing what I was thinking early this morning so I asked him to write a guest post. And just so you don’t miss it check out the app unroll.me Jon mentions. It is incredible!
In an age of permission marketing where everyone is building huge lists of people who’ve given them permission to email them, I think it’s time to examine a new question. When does permission expire?
If you’re anything like me you start every morning with a full email inbox. But only a tiny percentage of the emails are actually personal messages to you. Most of them are bulk email…not technically spam…because they’re from people that you once upon a time gave permission to.
Seth Godin talks about using permission to send messages that are anticipated, personal, and relevant. But it seems to me that most organizations that I’ve given permission to over the years are only asking one question. Do I have Jon’s email address?
You might say, “Jon, good marketers don’t send many emails.” And that’s sometimes true. Saddleback Leather is one of my favorite companies and they only send newsletters a few times a year. But the truth is I’d love to hear from them every week. At the other end of the spectrum I get daily bulk emails from Nextdraft, Fast Company and Ransomed Heart that I devour as part of my daily routine…but those guys are all sending me anticipated and relevant content I love…not self promotion.
So, I think it’s time for email marketers to ask a few questions.
If I stopped sending email would anyone contact me to ask what happened?
And does permission expire? And if so, what should you do about it?
Meanwhile…check out unroll.me. Until marketers figure this stuff out, unroll will give you your inbox back.