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Email Marketing Doesn’t Have to be Spam

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Today’s message from AccelaWork: there’s no need to associate email marketing with SPAM.

email productivity

© Flickr user qthrul

Robby Slaughter, principal of AccelaWork, discussed the topic of legitimate email marketing in a blog post. Below is his his guest entry on Delivra’s blog, Emailchatr:

When people hear that I’m a productivity consultant and run a consulting company specializing in helping people be more efficient, they often assume that I can’t stand email marketing. But, in truth, the opposite is true. I love email marketing, because it’s a great way to be more efficient and effective in our daily lives.

Too many people falsely associate legitimate email marketing with spam. But thanks to the efforts of email service providers like Delivra and laws like CAN-SPAM, email continues to be a thriving mechanism of communication. And although it seems like the simplicity and widespread availability of email marketing would overrun us with messages, in reality this technology is used more judiciously and selectively than ever.

For example, Chris Broshears points out that you should scrub your list of non-engaged subscribers. Doing so, increases efficiency because you are sending  fewer messages. Doing so also increases effectiveness because a larger percentage of your subscribers are actually reading marketing messages.

Likewise, you can increase productivity through segmentation.  If people don’t want to receive marketing messages about all of your products and services, they can just select the kinds of communications that interest them. And you can help your customers and partners to be more satisfied by showing them that you are human — with an apology email. After all, there is may be no better way to keep people engaged than to admit to your mistakes and make things right.

What Slaughter writes in that blog post resonates for an array of reasons. One of the first things that jumps out is showing your subscribers you are human. Whether you choose to do that with an apology email or some other technique, it’s of the utmost importance. Think about the emails currently sitting in your inbox ignored. I bet the majority of them are from some online store and they seem like a random blast that you received. The feel is totally automated. But if you get emails from people who write interesting, engaging things, then I bet those are far more likely to get read, regardless of whether they’re going to an email list of 10 or 10,000 subscribers.

Don’t be afraid to ask your subscribers what they want. Not only will this allow you to avoid sending unsolicited messages, but it may give you insight into future business endeavors. If you find that most people subscribing to your list are searching for a more efficient way to manage remote employees, then that’s certainly a market that you should find a way to tap. And even if you don’t get new ideas from the responses you get, by moving away from messages your subscribers aren’t interested in, you can minimize the chances of them deleting the email without any engagement.

There’s no one-size fits all approach to email marketing, but there are some valuable steps you can take to make sure that you’re making the most of your time and respecting your subscribers. Once you’ve thought about your list in those terms, you’re well on your way to maximizing your returns! With a little trial and error, you can ensure that your email list is doing all the things it should be doing for your organization.

If you need more advice on how to implement this strategy within your organization, don’t hesitate to contact the business improvement consultants at AccelaWork today!

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