One of the things I love about email marketing is the control you can have over the process. From content and images to timing and segmentation, email allows you to dive deeply into the cause and effect of a marketing relationship.
What's ironic is that – while the channel allows for incredible control – the people who run the channel are so easily controlled and manipulated. It never ceases to amaze me how easy it is to fundamentally limit the power of the channel because the people who run the channel are afraid. The fact that it's so astoundingly simple is a testament to the power of emotion being more important than logic.
And what's the process for controlling email marketers and taking away the power of the channel?
Call them a spammer.
Email marketers fear that word like Superman fears kryptonite. The sad part is, everyone knows it – from CMO's to deliverability consultants. They use the spammer slur to try and get what they want...not necessarily what is best of either the consumer or the business.
So let me help you. There are three levels of email programs. One is fine. One is OK. The last means you're a spammer. I'll make it like a street light – so the brand people can understand.