Bacon is a newly coined term used to describe the permission-based marketing you receive by email. It is not spam, exactly, because you agreed to it, maybe when signing up for a store's newsletter or joining an airline's frequent flyer program. So you probably don't mind getting messages about free shipping on orders over $100 or last-minute deals on flights. But neither are you in a hurry to read them. That's bacon. If your business uses email to reach customers, stressing the fine line in customers' perception between bacon and Spam. If you send subscribers a stream of irrelevant content, they might react by:
- Creating rules to automatically delete your messages.
- Hitting the Spam button, increasing the chances you'll be blacklisted by your ISP.
- Unsubscribe in frustration.
This doesn't have to happen:
- Make it easy for your subscribers to update their preferences.
- Use profile data to target a receptive audience for each mailing.
Bacon is acceptable as long as it contains information. Your subscribers will read sooner or later. But if the communication is not relevant to them, they will start thinking of it as Spam.
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