It is no secrete that E-mail marketing is one of the more effective and less expensive ways to retain and get customers.
In fact, a recent study by comScore found that e-mail had a 4.4% sales conversion rate in the US.
Similarly in a survey conducted by MarketingSherpa and ADTECH, 44% of marketers said that e-mails to house lists had “great return on investment”
When it comes to a preferable way of marketing may companies claim that the last thing they would cut out of their marketing is email marketing.
However that does not mean that customers feel the same way about the emails they receive from marketers.
According to an Epsilon and ROI Research study, 55% of e-mail subscribers in the US and Canada unsubscribe from opt-in e-mails occasionally–and 14% do so frequently. The sad truth is that only 5% said they never unsubscribe.
One reason is that “North Americans are receiving a lot of content, and at the same time they’re getting more and more selective about the kinds of e-mails they want to receive,” Kevin Mabley of Epsilon told AdAge. “Companies stuck in a batch-and-blast mentality see e-mail as a cost-effective medium, so they may abuse that privilege and end up turning off the consumer with too many or the wrong messages.”
The lesson here is to understand that most Internet users unsubscribed due to irrelevant content.
This is no different than any other media. If you bore your customers they will simply turn you off.
So the key is to provide value content and materials that will delight your audience and not just overwhelm them with bulk content. When your customers receive an email from you they should be eager to open it rather than find a way to unsubscribe.
For more ideas on how to develop an effective email campaign for your business check out one of our Bay Area Mastermind meetings.