These days, anyone organizing competent promotional efforts (events, organizations, themselves, etc) invests various degrees of their attentions to online efforts. One reason for this is economics: efforts to “spread the word” online has the potential to reach more people at the expense of fewer resources and, therefore, less money.
One of the most commonly-leveraged contact points has become the email inbox.
Nearly everyone has an email address, and many of us have several — one for work, one personal. I presently have four, for example.
Generally speaking, people have largely become very comfortable communicating over email. It doesn’t carry the “burden” of requiring an immediate response, unlike a phone call, and can be whatever length the author thinks is appropriate for the correspondence.
It’s also easy to share information around the conversation in emails, by including a URL that points to further information on some website, or by attaching photos or other small files. This capability allows promoters to keep their message concise (if they’re clever), and yet provide leads to supplemental information for those with interest in pursuing the deeper details of the message.
Finally, it allows the author to write up a single message that can be delivered to a (theoretically) limitless number of people.
For all these reasons, one of the most common techniques that promoters adopt is the email campaign. They focus efforts on accumulating email addresses of people that could potentially be interested in their product, services, performances, or whatever it is they’re on a mission to promote.
Some years ago, I would share my email address with people and organizations whose news I’d have interest in following: bands, artists, pro-social organizations, and more.
But after a while, I noticed my inbox just blowing up.
The more I gave my email address out, the more emails I’d have to deal with every day.
I’m not really interested in anyone’s ideas on how I can be making millions from home, offers for debt reduction, or substances that promise me the ability to drive nails through wooden boards with my penis (promise me the same for granite, however, and maybe we’ll talk).