A programming staff member at a client radio station overheard a sales person on the phone with a client. Apparently, there was a mistake with the spot schedule and the salesperson was going to make it up to the advertiser: “Its no problem. I’ll include you in three e-blasts today to our VIP database.”
I hope you are not bombarding your VIPs with emails that are purely sales pitches or make-goods. Just the word ‘e-blast’ gives a connotation of how that email will be received by your listener. And it isn’t positive. If you ‘blast’ those consumers enough, they’ll opt out from your email list AND from your brand.
Please treat YOUR VIPs with the respect they deserve, and craft engaging content and touch-points, with no sales e-blasts, and those VIPs will reward you!