Customer loyalty is a tricky thing. It takes years to build but can be torn down in seconds if a customer feels that their trust has been violated. Adding a customer to a bulk email campaign without their permission is a sure way to accomplish this. Stoking the ire of your customer base isn’t the only potential consequence of sending unwanted emails. You could be stunting the company’s growth and leaving yourself open to legal issues.
A Shot in the Foot
Junk mail is junk mail for one reason, and one reason only: it’s unsolicited. Forget about content or the product and service validity that are offered in unwanted email messages—that’s beside the point. Even if you’re offering your customers something they could use, doing so with an uninvited mass email campaign is certain to chase away business. It’s also a sure-fire way of losing future customers if your company gains a reputation of unwanted solicitations and pushy salesmanship.
CAN-SPAM Can Harm
Companies that don’t practice opt-in email marketing can also incur the wrath of the federal government. The CAN-SPAM Act of 2003 set specific anti-spam guidelines that can bring irreparable financial harm to your company. The law sets fines and even jail time for the serious offenders.