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The Ugly Side Of Email Marketing In India

"You're doing it all wrong," the owner of a group of content portals said to me. "The way to do it," once you start a website, is to get a team of people to scrape email addresses from the web, and spam the hell out of them. If they want to opt out, they can do it. We do this with every website we launch. Once they're in, you can make money sending mailers, or you go and pitch that database to an advertiser."  This was a couple of years ago. We'd met outside a popular pub in Bombay, and I had been, in a way, cribbing about MediaNama's small email newsletter base (even now around 3400-3500). To me, this was (and is) the most valuable reader base, and despite the fact that we have a significant number reading us via RSS and a substantially large Twitter reader base (almost 44,000), there is some sentimental value I attach to those to visit us multiple times a day directly, and read our daily newsletter readers, because they spend maximum time reading us. Still, I hate spam and we have an only-opt-in-and-no-spam policy for our newsletter - we do not add you to the newsletter without your permission, and we at max, communicate MediaNama related developments. Now that that's out of the way, here are some of the things about email marketing that I've heard of and/or noticed (difficult to validate some of this), and followed up with a confession right at the…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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