Some businesses think that it is more important to have a bigger mailing list when in reality, it is the quality of the list that is most important.
An element of quality can include spamming rather than getting permission. The mistake that many small businesses make is to continuously send out emails without taking the time to ask the recipient if they actually want to receive them.
Also, the source of the email addresses might not be from an authorised source and can be from unregulated direct marketing companies. There are businesses that use dubious direct marketing methods and make spamming their business.
Put yourself in the shoes of your customers and clients, what scenario would you prefer?
a) To receive unsolicited information from a business that you have never heard of regarding a product or service that you have no interest in.
OR ….
b) To ask to be sent information because you are interested in what a business has to offer or may have done business with them in the past and are interested in their future activities.
