In an occasional series on best-practice in e-mail newsletters I offer this advice. If you are going to communicate with your target audience via e-mail, then do not just send them links within the e-mail to content that requires payment.
There is a rant coming…
I welcome newsletter from PR firms, experts and related suppliers. Many have interesting stories and links and I believe they are a very effective form of marketing. Indeed I regularly highlight newsletters here, which I’m sure doesn’t hurt their Google rankings.
However, when I get a newsletter – that is well designed and has interesting topics – delivered into my Inbox, I expect to be able to read those same interesting topics. If you are selling content, the content in the newsletter should whet the appetite of the reader, wow them with your expertise, while still marketing your services.
If all the respondent actually gets is a web page looking for money, then you have provided no value whatsoever and in fact you have wasted their time.
That is not good communication practice in my opinion, humble or otherwise.
Of course to add insult to injury when I unsubscribed from their “newsletter” they kept on sending it. That’s spam. I am going to protect the innocent here by not naming the firm in question, don’t worry it’s not a PR firm, it’s a PR-related services firm.
I hope they can “measure” my response.
Interesting heading isn’t it? It certainly got my attention.
The story is from Forbes via Reuters and concerns accusations by the SEC that Roberto Veitia failed to disclose sales of shares in company he was promoting. Mr. Veitia is president of Stratcomm Media Ltd.
But when you go to Stratcomm’s website they look more like a third world publishing house than a PR firm. One hilarious section of their website covers their code of ethics which is built around:
- Client Disclosure
I particularly like this line “We comply with the laws governing our professional activities and expect the same from our clients, prospective clients, shareholders and go above and beyond by our labeling system.” Sure you do…
Mr.Veitia certainly sees himself as a PR pro as can be witnessed to his posting to the PRBytes mailing list back in 2001. Though I thought his wording was ominous given the recent SEC problems:
“I have been in the PR racket since 1985”
The “Official” Public Relations Salary & Bonus Report 2003 is out. The biggest salary gainers over the past year were practitioners in finance and corporate (up 12%) followed by consumer (up 10%) while all us poor technology and public affairs practitioners took a 10% percent dive – no surprise there.
On the agency side, technology jobs are down 15%, with Business-to-Business a close runner-up with a reduction of 14.5%.
Interestingly there are 15.5% less agency senior vice presidents this year… and agency billing rates are down, on average, 8.7%.
The report retails for $199 and you can order it directly from Spring Associates.
Link courtesy of Boing Boing