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Dan opted out of the mediathink newsletter last time we mailed.
In the process Tom and Dan had a delightful debate about the
definition of spam and branding. With Dan's kind permission
(we hope we're using that word right) we have edited the cyber
debate and have posted it for your reading pleasure. We are
of the considered opinion that by reading this debate you can
become an expert in e-mail marketing very quickly. Dan makes
some excellent points, most of which we happen to agree with
(Tom just likes arguing with smart people). We join the debate
already in progress--The mediathink team.
TOM: I guess what hurts the most is your assertion that the mediathink
e-mail is nothing more than self-promotion. When you say "The value accrues
only to you (increased site traffic), not to the recipient" you make the
assumption is that there is no value in the site's content.
DAN: No, I meant it more literally: If a recipient does what your e-mail
asks -- clicks on a link -- YOU definitely benefit from the increase in site
traffic; that is YOUR immediate result from that person's action. But that
person's immediate result is NOT guaranteed to be something of value to him.
The action of clicking the link only takes him somewhere else that MIGHT
have value; he won't know until he reads the article.
And that is the exact opposite of the Internet "Gift Economy" model, which
is: We'll give you something of value BEFORE you honor us with your
business.
Feed Your Head
