Email marketing is still a great way to stay in contact with customers and potential customers, but abusing someone’s inbox places you on the fast train to unsubscribe. Here are a few ways to ensure recipients don’t get bored, or worse annoyed, by your email marketing efforts:
Send Fewer Emails but Make Them More Personalized
This is the golden ticket to great email marketing communications. Not only should your salutation be personalized but also your content. Deliver topics your recipients are interested in and do so on a schedule that suits them. If your email delivery system and drip marketing software can handle it, giving them the option of how often they receive communication is an ideal way to ensure people don’t get tired of you. You can take a cue from LinkedIn and allow people to select daily emails or a weekly synopsis.
If you have the technology in place, take it a step further by making suggestions your recipients will appreciate. In a recent report shared in a news release from First Insight, a retail marketing firm, Chief Commercial Officer Jim Shea said, “What consumers really want is for retailers to take the time to know them and make recommendations about clothing or products that are in line with their personal taste.”
Start with Good Content from the Beginning
You don’t have a second chance to make a first impression, as the old saying goes. It’s true of email marketing as well. If you send a bunch of meaningless emails (from your recipients’ standpoint), it won’t take long before they automatically delete them every time they see your sender information. That’s the best case scenario. They may also unsubscribe or hit the SPAM button which will affect your send rating.
Surprise Recipients
If you place surprises in your emails, like valuable discount codes or additional offers, people won’t know when to expect them but they will open every email in the hopes that it contains a beneficial surprise.
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