Email marketing can be a powerful tool to drive new, and retain existing, business. But overuse has led to customer burnout and the dreaded “unsubscribe.”
Avoid attrition on your lists by being intentional about what you send. Remember, email is the new junk mail. Customer inboxes are overwhelmed and overloaded with email newsletters and communications they signed up for but probably don’t read any more.
For existing customers, cut down on duplicate notifications or irrelevant shares. Don’t send an existing customer your new customer promo code, for example!
For new customers, keep frequency light, no more than 1x/week. Make sure the content is deeply relevant and 100% focused on incentive and conversion. Be sure to throw in a little product or service education as well!
Any incentives should be valuable – customers have come to expect something exciting or useful when they open an email. For example, order thank-you emails should have something to offer that puts your gratitude into action – like a discount or referral bonus.
Make each email you send high impact – this lets your customers and prospects know that if they see something from you, they’re going to want to open it! Garner the attention and response you want!
P.S. Make it easy for recipients to unsubscribe. While offering an easy way “out” may sound counterintuitive, it’s the best way to prevent your emails from being marked as spam by recipients. It is much more important to keep your domain from being blacklisted than it is to keep your email list numbers high.
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