SPAM? Consumer's View vs. Marketers
SPAM IS EVERYWHERE
Sometimes I just feel like "Seriously, another email notification?"
To be honest, I have dark experiences with email spam, it got me to the point where I deactivated 2 or 3 email accounts, because, it gets too annoying at times.
Spam email is perceived by customer in very negative way, even sometimes marketers failed to please consumer by the message and ended up losing consumer because they get too annoyed with email spam
What is SPAM?
The term SPAM was originally derived from Monty Phyton in reference to canned meat. However, today SPAM is defined as any unsolicited emails or undesirable online communication. YES! Undesirable! On other words, SPAM is like a flood of messages as form of attempt from a brand to inform their marketing and promotional offer to their customers.
How SPAM works?
SPAM email is form of direct marketing effort from a brand, to communicate "closely" with their customer. SPAM provides a brand with huge reach to customers. However, SPAM have its' downside on consumer perspectives. facts revealed in 2008 that approximately 88% of email traffic worldwide were considered as "SPAM EMAIL", and #WhatNoOneTellsYou: most of the activities are considerably illegal.
Why SPAM still there?
Considering on the negative impact of SPAM, why would still brand use email SPAM to build closure with their customer?
- SPAM - affordable direct marketing tool
- Spamming email is one of direct marketing tool, in which brand uses to communicate with consumer and build closure. Email om brand Is relatively cheap, not complicated and also fast track of information sent to consumer
- Other method such as, social media advertisement will incurred cost to the company - even relatively cheap compared to TV/ billboard ad.
- Compared to other online advertising method, SPAM email is still the best option to go
- SPAM - delivers highest ROI (Return on investment) for a company
- New technologies are constantly being developed, but email is still the favorite one, why?
- Lasted or 10 years, email is the channel generating highest ROI for marketers, in which $1 spent, email marketing generated $38
- SPAM - beats social media in terms of customer acquisition
- Email spam beats social media by 40 times, which simply prove that, EMAIL SPAM, although viewed by consumer negatively, it is very profitable indeed for a brand
- The that email spam beats facebook/social media by 40 times, has led us to re-consider to implement it to our business because email spam is proven to have resonated consumers and is preferred as long term investment.
Email Spam is Effective Brand Recall
EMAIL SPAM is often considered as "annoying" way of communication from a brand to customer. However, the success do not lies in how is it perceived, yet more importantly about the message delivered and how the message positioned themselves in customers mind. Even without notice, once consumer are perceived with the email spam and read the promotional offer from the brand, they would immediately, not just absorb the message, but also remember about the brand, hence improving brand recognition and recall.
Email Spam is Effective Positioning
EMAIL SPAM, therefore, is an effective marketing tool. Marketer should consider about using email spam as it is low in cost, fast and flexible. The flexibility applies on the message. There is no burden on how long or short the email is going to be. However, marketers need to consider on building short yet appealing message to consumer, enhancing effectiveness in attracting customers. The more unique the message is, the more likely it would have strong positioning in consumer's mind.
Hi Shelia!
ReplyDeleteGreat blog post discussing on the issues of spam E-mail and why marketers still use it.
I have e-mail so I personally know the issue with spam messages. It’s sometimes really annoying to deal with since a lot of the brands are bombarding my e-mail with spam messages just for the sake of themselves. I always find it selfish that these marketers would send mails in order to have free marketing of their product.
In 2003, 19% of spam e-mail were comprised of product marketing messages. This was in 2003 when the Internet boom just happened. These spam e-mails are sent to people who shows that they might have an interest in the product. Even though it’s mass mailing, it is still aimed at a certain group.
Spam E-mails becomes an ethical issue for marketers. Marketers sending spam e-mails are making it inconvenient for the customers and they have no permission to send the message to them. The user did not disclose of their personal information but still gets the mail. Also, with the rampant amount of spam, one of these spams could also be fraudulent leading to something called a phishing site as the most common way of attack. According to Wombat, in 2016, phishing emails have rose to about 60%. This shows that people would less likely trust spam mails due to safety concerns.
What I am intrigued the most is the fact that these spam mails is working. Not only do they beat social media, they also have the highest rate of return, which is intriguing. I always thought that spam mails were useless. Also it’s very interesting that you point out that spam mails helps brand recall since people would see the brand’s name when they open the e-mail.