Reflecting on E-mail Marketing and its effectiveness
It has been a while since I have taken the time to look, and I mean really look at my inbox and take a minute or two to analyze its activity. Usually, we look at our phone notifications and make an unconscious decision whether an email is important, relevant, and even worth opening. This week I stopped and looked on average over “10 e-mails per day!!!” of marketing emails. And I can honestly say less than two of the ten a read. Now what drove me to open those two out of ten, luck or is there some small detail or feature the reaches out to me? Well, I dove a little deeper, looking at what the read messages have in common and what do the unread have in common. Honestly, I did see a pattern, not a single e-mail that mentioned a sale or discount had been read. It just does not appeal to me. I see it as a desperate call, what a couple of years ago would have been compared to a telemarketer. Which ones did I open those that had some message of what I will consider added information in other words if I feel I might learn something I need to find what. So, the messages that we opened articles or advice from Credit Karma, Experian, and Travel information. This reflection even provoked me to unsubscribe as a couple as I noticed not even one from the sender had been read, most were aggressive sales that I could clearly see a percentage of discount right in the subject. Those “Don’t miss your 15% discount” messages are no more.
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I cannot say this would be the same for everybody, but it is a good starting point to evaluate and classify what you are sending and see which is giving you the anticipated higher volume of responses. All comes down to the sender doing the proper due diligence of evaluating their analytics and making the proper adjustment to not just overload your customers or subscribers with enormous amounts of content that just does not create that call to action. I other words a bigger net does not always mean more fish.
