What Would You Want in Your InBox? Add Value and Timeliness
Email marketing isn’t dead, it’s just overdone, boring and often spammy. Avoid losing those hard-fought contacts by following these two simple tips: Provide Value and Be Timely.
Provide Value, Not a Sales Pitch
The old metaphor stands here: No one wants to hang out with the guy who talks about himself the whole time at the party. Likewise, your email subscribers don’t want to hear about how great you are and be continually pitched on products and services.
Your email subscribers just aren’t that into you. You need to provide value for them and a reason to continue the relationship.
A good rule to follow is the 80/20 rule: “80 percent of your content should be devoted to valuable and useful information, and 20 percent should be devoted to your offer or sales pitch.”
Why is this important? According to research from GetApp, a digital resource for email marketing software, two of the top three reasons people unsubscribe are due to the appearance of spam (17.2 percent) and irrelevant content (15.8 percent).
Send Your Emails at an Opportune Time
And if the stats above aren’t concerning enough, GetApp’s research shows that 46.4 percent of unsubscribes are due to simply receiving too many emails.
Although every list is different, that’s no excuse. You can do your due diligence and do some testing to see how changing the frequency of your emails affects your metrics. You can also simply look it up using your email campaign software. MailChimp, for example, offers insights based on industry and geography.
Open rates vary by industry, but in general, the highest opening rate for email broadcasts (21.7 percent) occurs in the evening after people have left work and had dinner, such as between 8 p.m. and midnight. Such times also had better conversion rates.
Avoid losing those hard-won contacts by providing content, through email marketing, that adds value to their day, answers questions they didn’t even know they wanted to ask and communicates your company’s understanding of their needs. Be sure your 80 is genuine and thoughtful and that your 20 is effective and clear. Email marketing is one of the most direct and most effective ways you can drive immediate interest in your business — you just have to do it right.
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