Margaret Farmakis

About Margaret Farmakis

Dust your dirty email database for pristine profits

It’s a commonly believed myth in email marketing that the more email addresses a sender has on their database, the higher their chance of success.

In fact, this is an inaccurate and detrimental approach and many email marketers don’t consider the consequences of contacting people who aren’t interested in their brand or, worse still, don’t exist.

Check out this supermarket’s email

The seemingly endless parade of thousands of brands you’re faced with in the weekly ‘big shop’ means it’s sometimes impossible to know where to start.

Similarly, opening my email inbox only to be confronted by a mob of generic and impersonal marketing emails trying to feed me their latest offers can be overwhelming to say the least.

Be assured: you’ll get phished

The depths to which people will sink to make an easy buck through internet scams never ceases to amaze me, and we have seen phishing scams which have used the recent earthquakes in Japan and New Zealand. 

For example, in the aftermath of the New Zealand earthquake, disgraceful opportunists took advantage of this natural disaster by launching a scam, posing as the Red Cross to take advantage of the world’s sense of charity.

This serves as a grim reminder of the uncomfortable truth that we are never truly protected, especially when brands and ISPs are not doing everything possible to prevent phishing and spoofing scams.

Email break-ups aren’t so very hard to do

“It’s not you, it’s me. Actually no, it is you. You keep sending me boring, irrelevant emails that I don’t want. Our email relationship was going really well at the beginning  but now its fizzled out and I’m unsubscribing from your emails. For one thing, you just send me way too much. It comes across a bit…desperate.”

As an email marketer, does reading this make you cringe? Are you afraid this is what your email subscribers would say to you if they had the chance?

The unsubscribe process doesn’t have to be as painful as a “Dear John” break-up letter, but with the way some brands go about it, it might as well be.