by Ron Daly
While email offers many benefits – ease, convenience, speed – it also creates challenges for marketers whose customers are drowning in email overflow. You know your online offers, notices and newsletters are chock-full of valuable information, but most consumers are looking to limit what they receive today. How can you make sure your messages make the pick?
According to the “Email Diva” on the blog, Email Insider (“Why Won’t You Get On My Mailing List?”), sending precise, targeted and timely information is the key. Email alerts or e-newsletters that contain general, unfocused information illustrate what not to do.
Take the healthcare industry, for example, says the Email Diva. “We don’t want to hear about your latest hire, your new building or your advances in treating the disease I don’t have.” The same holds true for financial institutions’ online news. With inboxes already packed, why would your members/customers want to read online mail promoting a product they already use or a new branch on the other side of town?
So, what's a good guideline?
- Consider what's newsworthy to individuals, not to another business or business insider.
- Make your e-mails look worthwhile and professional - unattractive mail is just like any other bad advertising in that it doesn't work.
- Try to avoid being too broad. Take the time to send the right e-mail to the right customer or client.