My resolution for the New Year is to try to handle my email inbox more efficiently. With emails automatically showing up both on my computer and my phone, I spend too much time deleting emails that I have little or no interest in reading.
After spending the better part of an hour unsubscribing to lists, I wanted to send them all a note about how not to annoy your subscription base. Too many email marketers think more is better and ignore the quality over quantity maxim with their marketing strategy.
Email marketing is a great way to connect with and inform customers and prospects about your company and its goods and services, but no one wants to hear from you daily. Successful web marketers know that once someone unsubscribes it is very difficult to get them back on your list.
While unsubscribing, I was happy to see that 95% made it very easy. Many asked why and one of the choices was about the frequency of the emails. I hope they take note and stop bombarding their customers with redundant and often irrelevant emails. After all, who wants more messages in their inbox?
Only one company made it impossible. If they had an unsubscribe button it was well hidden. I sent them an email and marked their site as spam, noting never to sign up for anything with them again. If someone wants to be taken off your list, don't try to hinder their wishes. It won't win you points or sales.
The goal of all marketing is to build interest or desire for your company. Ultimately it should generate sales of your products or services. Email marketing is a wonderful tool. It is still one of the most cost effective ways to contact prospects and customers. Much cheaper than traditional bulk direct mail, it can have a much bigger impact on immediate sales than traditional advertising.
Email marketing can be an powerful and effective marketing tactic. It’s a medium that allows a buyer and seller to freely communicate with one another and build a relationship based on value and trust. But email marketing can be destructive, erode brand equity, and turn your happy clients into someone else's customers if done incorrectly.
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