ClickMail – Don’t Send Email Just to Send Email
Usually people subscribe to your emails because they want information. This is particularly true for B2B marketers, with the longer sales cycle that requires an education period. But it’s also true for B2C marketers whose prospects seek information along the lines of special offers and pricing. It’s still information, whether it’s tips, recipes or coupons.
Understand that that’s the mindset of the subscriber: They are handing over an email address to you, and that email address has a perceived value. They offer it in exchange for information from you. They expect you to deliver on your end of the exchange by providing the information they seek, whether it’s the latest on the CRM platform your company supports or this week’s cosmetics special.
If you don’t deliver, you risk unsubscribes, spam complaints and a lack of engagement the ISPs will perceive as a strike against you.
Here’s our advice as an email consultancy: Be sure to deliver what they expect so they feel satisfied and don’t suffer an email marketing version of Buyer’s Remorse…regretting that they ever “paid” you with their email address, because they’re not getting what they expected in return.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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