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.
