By Jim McCarthy Aug 25, 2009 0 comments

Don’t Blast Me, Bro!

I hate the term “email blast.”

I’m not even sure why, but if you dwell in the world of marketers or online media sellers, you hear it a lot:

“We can send an email blast for you for x dollars.”

“When does your email blast go out to your members?”

“That blast is going to reach 100,000 targeted users.”

Upon further reflection, I think I know why I don’t like it.

When was the last time you were blasted with something and you enjoyed the experience?

Especially when you’re being “targeted” for a “blast,” it just sounds unpleasant.

So I propose that we eliminate the term “email blast” from the lexicon of marketers.  It doesn’t paint a flattering picture of how we feel about our customers and potential customers, and since personally, I love my customers, I don’t want them blasted.

While we’re at it, someone should work on a replacement for “targeted,” too.  I’ll ask the same question to prove my point: when was the last time you were targeted in some way and it was a good thing?

You’re never “targeted” for a kiss from a beautiful stranger or “targeted” by Publishers Clearinghouse Sweepstakes for a $10,000,000 prize.

You’re targeted by the Air Force for a JDAM down your chimney or by a scam artist for using your identity to spend a weekend in Cabo.

People don’t like advertising or marketing, and they distrust the motives of people who do it.  What you say, even incidentally, is often a window into your mindset and people pick up on it.  When you say words that sound like you’re a Storm Trooper wiping out the Ewoks, perhaps that contributes to their distrust of you.

So if  “targeting an email blast” is a reflection of your mindset as a marketer, fair enough.  Keep saying it.  Own it.  Blast away, full phasers.

But if it’s not, drop it.

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