EMAIL: This would probably sound as table shaking but that’s not the intention. The intent of this post is to help you see areas you can market your products better and loopholes to avoid while you’re at it.
As an email marketer or someone who utilizes emails as a marketing tool, having people subscribe to your mailing list is euphoric. It is an indication that your network is growing and you are probably making more profits, but what happens when someone unsubscribes? Right! Your network loses a prospect and that loss equals to a probable loss in profits.
The truth is that no matter how great your marketing strategy is, one day, someone would leave. Your message isn’t for everyone, but even though they’ll leave, it is best to make sure they’re not leaving because of your avoidable mistakes.
If you are looking to start your email marketing or you are already an email marketer, mistakes such as these hamper your growth:
1. INFORMATION OR MESSAGE OVERLOAD
I once unsubscribed from a marketer’s email list because he made it a point of duty to send me emails about 5 times in a day. So every day, he sent 5 messages as a mail and he would forward the same message to my Facebook inbox for the same number of times. Ah ah! Na only you waka come? It got so bad that I had to send him a mail requesting to have the frequency of the message reduced, but nothing was done about it, so I had to let him go.
READ ALSO: BEFORE YOU GET SUCCESSFUL, KNOW THESE
Before you start bombarding people with emails especially if you’re a beginner, find out how often they’d like to hear from you. You should be able to measure this using your analytics tool. If they indicate the interest in hearing from you round the clock, then shower your blessings on them. But if they prefer market days contact, respect their desires. You want to draw them close through your messages not scare them away with information overload. The line between becoming a nuisance and being seen as consistent is very thin, don’t be mistaken.
2. UNANIMOUS MESSAGING
I’ll use myself as an example again:
I’m about to unsubscribe from an email list and above all reasons, the most important is that he sends me unanimous messages. What do I mean? He would send a message asking me to indicate why I was afraid of public speaking, for example, saying he wanted to use the information I provide to help me. I would read and due to the fact that I do not see myself in that message, I would ignore the message and move on. Then later the same day, I would receive a message saying,
“Rose, in the survey I sent out earlier, you indicated that you were afraid of public speaking because you had a rough childhood. I want to help you, Rose, but this….” Then he goes on to market his product.
Children of God, when did I say I was afraid of public speaking? Did I ever mention my childhood? Did he even know that I’m an author of a book on public speaking?
The problem with that message is that he made a unanimous conclusion from the response of a few. Instead, why don’t you personalize your emails? Use your analytics tool to know who said what and when, and send emails directly to them according to their needs? Even if you’re going to generalize, don’t tell me I said what I didn’t say!
3. TOP-DOWN COMMUNICATION
Sometimes, it feels like some marketers are just interested in you buying their products. Once the transaction is complete, it’s au revoir! So you can send one million follow-up emails and they won’t reply until the next item to market lands. Apart from being really unfair, I find this unprofessional. Being able to proffer solutions to issues arising from the use of your products shows you actually care about your contacts and not just interested in selling your products. If we weren’t there, you know there wouldn’t be any sales, right?
I know you cannot reply to all emails, but I still suggest you draft a good marketing plan to allow for down-top communication. Allow your customers to share issues arising from the use of your products. Don’t just throw information and go to sleep, relate with us.
Threats are a no-no in any form of communication. Especially when you’re relating with an enlightened audience, using threats to sell your products will only constitute a smokescreen, which will last you temporarily (if it actually works).
Yes, psychologically, fear works on humans especially when there are fearful situations already going round. But, I will suggest you market your products peacefully and allow your audience to make decisions. Don’t use threats, life is already complicated, why should your mails add to the trauma? Being persuasive is different from using threats, I hope you know that? Don’t tell me I will die if I don’t buy your product, is there eternal life in your product?
AUTHOR: ROSE JONATHAN OY