by Evan Blittner
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Email marketers must keep in mind that consumers who decide to opt in to the brand's email channel is likely a fan of that brand. Do not lose those consumers by making the following mistakes.
Information Overload
Is it really necessary to send four emails each week about the latest sale? Think long and hard about the number of touch points. Retailers are notorious for overdoing it.
I once asked the director of CRM at a national retailer why the brand is not more list-frequency conscious. His reply was that email is so cheap that for them no matter how much they burn their list it's still profitable to maintain such frequent contact with their entire database.
That might be so, but they programmed the majority of their consumers to shop with their weekly email coupon in hand, which has effectively devalued the brand and caused a high rate of consumers opt-outs.
Providing Irrelevant Content
I don't want to know about the latest widget out there unless I asked to know about it. The best way to avoid making the mistake of providing content irrelevant to the recipient is to design an option-heavy preference center that is simple to use. Adidas, Discover Card, Tide, and Nike do this correctly. They let their consumer dictate their experience.
Educating on the 101 Level
If you create content that is designed to educate consumers, speak to them on the 200 level or higher. Placing extremely basic knowledge branded with your logo provides a disservice to your audience and your brand.
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Comments
by Julia Wed Apr 16, 2008
Hmm. I sent an email in response to the third MarketingProfs email (in a week) about their upcoming conference - letting them know this was way too frequent. Haven't heard anything back.
by Tesha M Thu Apr 17, 2008
This article is very beneficial and relevant to issue at the company I work for.
by Rohan Thu Apr 17, 2008
A very insightful article. Could you kindly elaborate on the following:
To prevent delivery problems, use domain name keys, avoid using spammy words that have double meanings and build a good reputation for you DNS by keeping your list clean.
by Sherry Mon Apr 21, 2008
I'd like to know more about optimizing the potential of my email newsletters and e-saver coupons. In addtion to what Rohan asked, I'd also like to know whether customers prefer more or less advertising in their newsletters.
by MarketingTwins-Randy Sat May 3, 2008
Good information - I'm putting together my own Email Marketing workshop and these are good things to add to my list. Thanks!
Randy
www.MarketingTwins.com
by Daniboy | Marketing Copywriter Mon May 26, 2008
Really good, practical advice.
I'm a big fan of companies like VistaPrint, but they do annoy me with the way they keep hammering out five marketing emails a week. One every week (at the most) would be fine.