The distribution of emails is a convenient and widely used method to influence the customers’ and subscribers’ choices, such as a decision to order cheap custom papers or to purchase a new smartphone.
Regular newsletters are meant to maintain the customers’ interest to a particular company. These emails are not limited in time for reading, and there is no need to respond to them. Nothing prevents you from unsubscribing if you do not like the content or you are just tired to receive too many notifications. Thus, sending newsletters apparently does not commit anyone to anything, and this fact becomes the foundation for many marketers to bombard our mailboxes with impunity.
According to a survey conducted by The Advanis Research Company for Adobe in July 2017, the most common reasons for complaints about emailing are:
Judging by the answers, it seems that everything is annoying to subscribers. So what to do and how to use emails without enraging the recipients?
Judging by the survey stated above, it becomes clear that it’s hardly possible to create a newsletter adapted to each recipient. Almost the same number of customers rated personalization both positively and negatively. The first commandment for any marketer is that customers present the highest value. It takes a lot of time and effort to create a base of subscribers. Therefore, no marketer can afford to lose subscribers because of one small mistake. It is evident that avoiding errors and minimizing the annoying factors for customers are of great importance. Let’s consider some mistakes that email marketers usually make:
Email marketing helps build trusting relationships with customers, promote a brand, increase sales, and more. A general marketing plan helps to link all the tools together and provide a clear understanding of where the company is heading and what results it is going to achieve in three-six months or a year. A global strategy and constant work on the image are needed.
Sending newsletters is one of the essential techniques of email marketing. Therefore, a marketer needs to have a marketing plan, where it will be indicated what, to whom, and when the emails must be sent. Also, you have to understand what content is interesting to each group of customers. To create a quality mailing plan, a marketer has to sort out what kind of emails they have to send and why clients might need it. Only then can valuable messages be distributed.
Finally, only a combination of these approaches will lead to a positive outcome. Be useful to customers and work on emails for a long-term result. With time, you will collect a database of your true supporters looking forward to your messages.