Whenever you open your personal or business inbox, you are greeted with tons of messages from different people, brands, and companies. Some emails are important for your day-to-day work chores while others are simply promotional emails which can be annoying.
Let’s face it, as internet marketers we are also guilty of sending out timely promotions to our email list. Let’s talk about the good, the bad and the ugly side of email marketing and the things we can do to give our clients and prospects a better email experience.
The Good Side of Email Marketing
When done effectively, email marketing can help enrich customer loyalty and build trust with prospects. Email marketers should always keep in mind the importance of each email and the time of its arrival in your readers’ mailboxes.
When a user subscribes to your newsletter or signs up for an item, they expect to receive the offer you’ve promoted on your social media or your website. You should be sure to grant their request. Whether it is a discount coupon, free software trial or a how-to-guide, they are entitled to receive the item.
Of course, these subscribers should know the deal. They should expect to receive more emails from you. It is essential to keep your messages on the topic that is relevant and that complements the offer you’ve given to them in the first place. Remember, relevancy is key. They don’t want to receive other topics that they’re not interested in.
The Bad Side of Email Marketing
When it comes to email marketing, there’s a lot of competition. A person receives an average of over 100 emails in their inbox per day. Just seeing these may make a person cringe. How are you supposed to read all these emails on a manic Monday?
Yes, email marketing is a great communication channel, but too many emails are overwhelming. It’s becoming harder to block spam and get through all the important emails each day.
But as marketers, we need to adapt and and address this craze. We need to be extra creative to grab our readers’ attention when they see messages from us. We don’t want our headlines just seen and instantly throw in the trash. We need impactful titles and content to encourage our readers to open and read the special messages we have delivered to them.
The Ugly Side of Email Marketing
Everyone with internet access must have played a game or two online. It requires a signup process to play a game. When you use your personal email upon registration, get ready to be bombarded with tons and tons of notifications in your inbox regarding the game!
That’s the ugly side of exchanging your email address to play a game. Nobody will spend hours and hours reading those notifications individually. It’s a waste and businesses should reconsider this move.
We hope that stating the good, the bad and the ugly parts of email marketing can shed some light on the processes that are needed to help marketers strategize their email campaigns properly. What’s the foundation of a great email marketing campaign? We say it’s a well-thought-out plan matched with great headlines, relevant content, and timely delivery that can yield great results.