The cost-effectiveness of opt-in email marketing can be both a blessing and a curse. On the one hand, you get a higher ROI from email marketing over other direct marketing methods. But being affordable means we sometimes send out too many emails too often.
It’s like candy that’s quick and easy to grab and it tastes good, so even though we know it’s bad for us and is loaded with empty calories, we succumb to our temptations and eat even more.
So too with opt-in email marketing. It can lead to some quick sales, so we keep going for more. Never mind the long-term effects of emailing too frequently…
What’s that, you ask? How can eating too much candy and emailing more frequently both be bad for you? One leads to weight gain, the other leads to subscriber loss. Email your list too often and you’ll burn out your list and people will either unsubscribe or delete or even report you as spam. Yes, even people who opted in will want out if you’re annoying them with too many messages.
OK, so this is something email marketers do know, but we find it easy to ignore. Especially since there isn’t a clear sign that you are over messaging, right? But guess what, there is.
A good indicator that you might be over messaging your list is your unsubscribe rate. If you see it go up, that could mean you’re emailing people more often than they want to hear from you. Of course, not everyone will unsubscribe. Many people will just delete your emails. So be extra sensitive when the unsubscribe rate does go up, since that’s only a portion of the people you are annoying.
As far as the candy goes, watch the level in the bag or bowl. If it’s going down, obviously your intake is going up!
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