Email Marketing

Are you going to be a casualty of somebody’s spring cleaning blitz? Were you already a goner due to someone’s New Year’s resolution to simplify?

If you use email marketing, it’s a sure bet that consumers who “opted in” as subscribers will at times delete your unread emails simply because they feel overwhelmed. And inevitably, some recipients will end things altogether by unsubscribing, which you, the “dumpee,” will try not to take personally by picturing the dumper delivering that age-old breakup speech: “It’s not you; it’s me.”

But face it — maybe it is you. According to “The Social Breakup,” a 2010 report from the email marketing services company ExactTarget, 91 percent of consumers have unsubscribed from opt-in marketing emails.

Their No. 1 reason for unsubscribing? Emails came too frequently from a particular sender.

Are you coming on too strong? Do you love your send button more than your subscribers?

While every email marketing strategy is different, we agree with the folks at MarketingProfs that clicking send less often is a good idea. Respect people’s time and don’t bombard them with excessive or superfluous emails.

“Communication is becoming more and more event-based, so the subscriber should actually prompt your sending of an email in most cases,” writes Maciej Ossowski for MarketingProfs.

Prompts can be a new subscription, which calls for a welcome message, or a reminder when a customer abandons an online shopping cart, for example.

Ossowski’s prediction that “Event messages (or, so-called triggers) will become more and more popular this year” and should be part of your email strategy jibes with B.J. Fogg’s Behavioral Model which states that three factors must converge in order to drive a particular behavior: a trigger, or “call to action”; motivation; and ability.

“Trigger” and “motivation” are easy enough to understand if not easy to accomplish. “Ability” is where your audience’s time constraints come into play. Make sure your newsletters are readable on mobile devices. Use “share” buttons to make it easy for people to pass along your offers to others.

Perhaps most important, avoid overburdening subscribers to begin with by sending fewer emails with richer, actionable content.

After signoff /Before comments

Is there a “permission email” sender whose communications you look forward to? Whose missives can’t be missed? What about the content do you find compelling?

Links from above

--by Dawn Klingensmith