bad email marketing


I received this email in my inbox a while back. Somehow the email made it through my spam filters, probably because the sender sent it through Mailchimp and hasn’t been blacklisted (yet). I opened it because I’m a musician and an audio geek and was curious to see what exactly Wicked Audio does.

Bad Email Marketing Strategy: Buying an Email List

Please don’t buy an email list. First of all, it’s a waste of money, because no reputable email platform is going to allow you send a purchased list. Sure, you can game the system, import the list, and send out that first campaign. But that’s when you land in hot water. Since people didn’t sign up for this list that you bought, they are going to rightfully tag your email as spam. When that happens, your abuse rate skyrockets. At best, you are shut down by your email service provider. At worst, you have just blacklisted your domain, and that’s a whole new mountain of headaches.

Good Marketing Strategy: Develop Your Opt-In Email Database

The goal of marketing is to be in front of your target audience when and where they are ready to buy your product or service. You’re not trying to trick anyone. “Surprise! Here’s this thing you never thought about before but suddenly I’ve convinced you to buy it!” That only works for TV infomercials.

The correct way to connect with prospects is by providing valuable content and thought leadership. You can do this in a number of ways — blog posts, white papers, social media interaction, e-newsletters. Once you have your content strategy in place, you can funnel people to your web site and other social presences where they voluntarily opt-in to receive more valuable stuff from you. That’s the magic hyphenated word: opt-in. Create something of value and people will want it.

Why This Bad Email Marketing Worked


I give these guys credit for at least being up front and honest. Sort of. I never registered for CES. In fact, I had to Google it to figure out what it was. Either somebody sold them a bogus list, or somehow my email snuck in there.

Concise Messaging

Right out of the gate they give me 4 easy response options, and one of those is tongue in cheek. I can scan and act very quickly.

Call to Action

The “new phone without a jack” problem is not one I currently have, but I appreciate that at least they are looking out for me.

So what did I do? Out of curiosity, I headed over to the Wicked Audio web site to check ’em out. I do actually need some new headphones. I just can’t decide if purchasing from them is rewarding bad email marketing.