There are some common reasons why people chose to open or ignore an email marketing campaign. You need to know what customers want to know and how to provide it in timely, relevant manner.
Email marketing is a tough task for many businesses. Though we seem to understand the importance of email and the unique opportunities it offers, many businesses can overdo it. This was an important theme in a recent report co-released by Chadwick Martin Baily and Constant Contact. The report, titled “10 Facts about Why and How Consumers ‘Like’ and Subscribe” serves up some not so surprising results. Here’s a sample:
Don’t over send.
People choose not to open email for a variety of reasons, but chief among these (45%) is that they receive too many emails from a particular organisation. This makes it ultra-important for businesses to be strategic about the amount of email they send.
People sign up for email for relationships and deals.
There are many reasons that consumers cite for signing onto a company’s email list, but 58% do so to receive special discounts and promotions. This means that the content of emails should appeal to consumers’ desire to gain significant advantages as a kind of reward.
Overload equals unsubscribe
The top two reasons that consumers give for unsubscribing to email is an overload of messages and irrelevant content. This is good news because it proves that people want less communication than you think and brings down your content creation demands. However, it also keeps you accountable for making sure every single email marketing is meaningful and serves your mail list members.