Are You Emailing Too Much?

Don’t be confused by the title, we as the World’s First Sweepstakes Marketing Agency love email marketing and we understand email is and has been a key way to reach consumers! We just want to make sure you have all the tips and tricks to email the correct way. 

Let’s get some numbers out of the way:

• 45% of consumers feel emails from brands are just spam 
• 25% give fake emails when asked out of fear of being bombarded 
• 24% of consumers unsubscribe from a brand’s emails once they feel it’s become boring and unoriginal 
• 44% of consumers regret giving their email out to brands because they feel the information sent is irrelevant 
• 32% of consumers unsubscribe if they feel brands are only trying to sell to them

So now that you have all this information, what are we supposed to learn from this? 

The art of one to one marketing! This, while not a new concept is something that still hasn’t been adopted by all brands. It’s both simple and time-consuming, basically, you need to approach your consumers as if they are individuals … which they are. 

This is done by fully understanding the types of people who use your product/service, and what it is you’d like to achieve with your emails. There are three different forms that one to one marketing can take on, personalization, segmentation, and customization. 

Personalization is exactly how it sounds, you need to learn about your consumers, how they interact with your brand, and why they do. Once you have that information you start strategically sending your audience content that is likely to trigger an interaction. 

Segmentation takes personalization a step further and actually categorizes your consumers and sends different messages to different groups. This is where you dig even deeper into how they interact with your brand, such as what time, where, and for how long. 

Lastly, we have customization, this one is interesting because you actually give your consumer the option of how they would like to be contacted. This sounds complex, but it doesn’t have to be. You could simply add in an opt-in process or subscription page, giving the consumer the power to choose what they would prefer. Hint: this builds trust in your relationship with your consumer. 

Think you’ve got this email thing down but want some more information? Learn about Reputation, Sender Score and Deliverability or find out What Email Marketing Can (and Can’t) Teach You About SMS Marketing.

Vanessa Niragira, Oakville, Ontario, Aug 2020

Additional Source

https://www.ama.org/marketing-news/why-marketers-need-to-end-batch-and-blast-emails/

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