But the temptation to send out these kinds of e-mail is huge. You need to let people know that you exist. And everyone is doing it, right? So why are you still doing it, even if the return on these kinds of campaigns, whether by e-mail, postal mail, telephone, social media update or ad, or other means, is pitiful?
It is important to reach out and let people know what you offer. How you do it, though, is the difference between generating indifference or interest. So what is the difference between a message that captures a prospect’s interest and one that turns them off? When is spam, spam?