I’m going to make an assumption, you don’t want to open your email and see that you’ve been added to an email list that has nothing to do with you or your business needs. Frankly, it’s a waste of time and it can cause you to have a negative opinion about the company or brand sending that random email, right? Many forms of advertising can be just that, ignored or annoying unless you have a targeted audience that is already engaged with you.
But how do you differentiate between cold contacts and current contacts? That’s where it helps to know the difference between advertising, marketing, and relationship marketing. So let me start you off on the right foot by giving you some definitions.