Viagra, Nigerian Princes, unsolicited loans and credit cards are just a few reasons some emails go ignored and labeled “Go Away”. In the digital age, messages come from all directions from every device. It’s easy to get overwhelmed and annoyed.
This is a problem for businesses that use email marketing, their message gets lost in the rabble.
Buying email lists from an unknown database is a huge mistake everyone business makes at one point. The quality of the leads in the list is suspect at best, and many of those leads within the list could be old by the time of purchase meaning many of those emails could get bounced. When too many emails get bounced, then an email provider, like MailChimp or ConstantContact, will flag your emails as spam, and even ban your account from sending emails all together.
Good emails offer value, and emails have to be worth signing up for or people will un-subscribe, or worse, mark as spam. For marketers, Ebooks and articles on the marketing industry are popular, along with video media and podcasts. For a consumer audience, discounts or surprise sales go over well.
The time it takes to consume the Email, or just clear one’s inbox must be worth it. Getting people’s attention is harder and harder, and the only way to keep it is value and substance.
The frequency of sending emails is an art form, and a business needs to figure out and learn what their target audience needs in terms of the right amount of times to send emails. Sending too many emails in one week can frustrate users and can result in a spam mark, but not sending emails often enough can have leads and potential customers forget who you are.
Emails need to be paced and strategic. People in the workplace need to be warmed up, over days, weeks, months even- not hours. Brand awareness is not shouting who you are at people.
Every audience and campaign is different, but everyone needs time to think and process information at a comfortable pace. To see the value in spending their money, time, or resources. There can be prospects who take longer, but those can end up being the most loyal customers, readers, whatever the goal is.
There are all kinds of relationships. In marketing, it can be a business and a customer, or B2C, or business to business, or B2B. With that said, emails are emails, not personal letters, meaning it is better to be authentic and honest. Transparency goes a long way in today’s digital age. Being inauthentic could be the death sentence that gets an email marked as spam. Emails should mean what they say.
In today’s day of age, users trust people more than brands, which is why it is of the upmost importance for business professionals to talk about their brand carefully. Instead of forcing or pushing brand evangelization, or demanding other people’s emails, brands need to prove themselves. Brands need to be worthy of positive mention, have a good reputation. Loyalty is earned, so is free advertising.
Business emails and marketing should be grammatically correct, edited, on tone, and spelled correctly. People will notice any mistake right away- and it will never go away. In addition to it looking bad, intelligence and professionalism are questioned along with quality and reliability.
Stay Away from Controversy
Businesses are run by people, who have feelings. These feelings should never spill over into email marketing. Business owners with different feelings will obviously be turned off and wonder why political and religious issues are coming up in a marketing campaign.
In the sea of digital marketing, it’s easy for marketing emails to get passed by and deleted. But there are tactics, universal rules, that can push them to the head of the pack.