June 13, 2006

This same axiom holds true online. As long as your web site provides content that people value, visitors will continue returning to the site even if there are a few banner ads or Google AdWords boxes within the page layout. While some web sites, such as WSJ.com, have successfully switched to a subscription-based model, many more web sites rely on banner, box, skyscraper, and contextual advertisements to earn the bulk of their income.

The same axiom, that as long as value is provided, consumers will be willing to be exposed to a few advertisements, also holds true with email.

As long as one provides value—whether by providing content on a topic a recipient is interested in or a discount off a product related to one purchased previously—people will allow you to continue to contact them. Each and every email you send of course contains your logo, information on your products and services, and links to your web site.

Spam however, by its very nature, breaks the axiom. Unsolicited bulk email very rarely has any value. For this reason, we strongly recommend only sending permission-based email, also known as opt-in email.

Permission-based email marketing can be an extremely effective way to increase visitor-to-sale conversion rates, build strong relationships with your customers, and turn your one-time buyers into lifetime product evangelizers who recommend your organization to everyone they know.

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