There. I said it.
I’ve been reading for months those “Great ways to use email marketing for lead generation” articles and I just can’t stomach them anymore. I’m sorry, folks. In my brain, email marketing, by its very CAN-SPAM-You-Need-Permission-Legal nature, is NOT a lead generation tool. In my brain, lead generation is the art of getting permission and lead conversion is about creating actions from that permission.
I want someone to argue with me about this. I want someone to sell me on email marketing as lead generation. Because here’s what I’m not buying:
- List buying. Sorry folks, but if someone is anxious to sell you a list (or even rent it), it can’t be a good list. Probably more like a list of email addresses scrubbed from Twitter or some database where there has been no permission given.
- Co-registration. Maybe if you’re selling a commodity that’s sold by thousands of retailers, you might have an inkling of an argument for lead gen. But for a special long-term purchase (like, say, a legitimate online degree), I just don’t see it.
- The “Stretch.” This is what I call the argument of “Well, they only give us their email address. How can we possibly know what they’re interested in? Therefore we have to generate a targeted lead from that.” Sorry, not buying that argument either. (And if this doesn’t make sense, it’s not supposed to.)
When someone gives you their email address, or any other bit of information, and says “Give me more information about you,” that’s permission. That’s opt-in. Opt-in, by definition (in my book), is the lead generated. Past tense. What you do with that “Hey, I’m interested” is all in the realm of lead conversion.
I don’t think you can legitimately use email for lead generation. Why? Because you can’t legally email people who haven’t given you permission to do so! And if they have, see argument above.
Maybe I’m preaching to the choir here. Or maybe I’ll strike a chord with this opinion. I don’t know. But I’m tired of hearing email as a lead generation tool. And I’d love to hear what you have to say.
If you think I’m wrong, convince me. Offer solid evidence. Show me where it’s legal. I’m more than willing to be talked into the other camp.
But you’re going to have to come up with something good.
{ 2 comments }
I don’t think that email is or should be a primary source of lead generation, but do think that there are branding and advertising opportunities in some types of email that can generate leads and subscribers.
Targeted advertising in newsletters can be effective, and targeted third-party messages can work, too. ROI on such efforts will depend on a variety of different variables.
I wouldn’t consider any of this a primary source of gaining subscribers or leads, but I think if done well it can bring positive results within reasonable expectations.
John,
Excellent points. The third-party messaging is probably the best example. I know I’m really late in replying to this, but what are your thoughts on list rental/purchasing for email?
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