Email marketing is a commonly used and usually effective way to market to current customers. But just as any other form of marketing, it can go from effective to terribly wrong with one wrong move. One of those wrong moves that you can make is sending too many emails. To help explain this today, I’m going to tell you a little story.
There once was a business owner who wanted his customers to read an email, so he put a catchy subject on it, claiming he had a great sale. The sale he had, however, wasn’t much of a sale at all, but the catchy subject got a lot of people to open that email. So many, in fact, that the business owner thought he’d use the trick again. So, the next day, he sent out another email with a new catchy subject with the exact same sale. A few less people opened the email. He still had an okay response, but these poor customers had been tricked again. The next day, the business owner got a new widget in and wanted to launch it with a great sale. So, he went ahead and sent out a great email with a catchy subject line. However, because he had tricked his customers the last two days, they assumed his email was going to be the same boring promotion that hadn’t been that great the last couple of days, so they didn’t even open the email, but instead, deleted it.
Does this story sound familiar? It should. It’s the old Aesop’s Fable known as “The boy who cried wolf”, but modified to today’s marketing world. It happens all the time. We see it happen. Many of us in the office have unsubscribed to emails from a company that we at one point, really loved. If you really truly have something relevant to push out every day, great! But if you have a “great sale” every day, your email blasts are going to become white noise to those who receive them, or even worse, your clients are going to unsubscribe.
At Transformation Marketing in Lincoln, Nebraska, we closely monitor our email blasts and those we do for our clients so we can find that fine line between, staying in the forefront of your clients’ minds and annoying them. We can help to come up with great content, great subject lines and time and day that your emails will get the best response. If you’ve been struggling with your email marketing campaign, (or if you don’t have one, yet) call us today!