Further to our thoughts about the dying art of email earlier this week, email marketers should take a close look at their lists.
Are you emailing a number (small or large) of people each week who do not actually want to receive information from you but who cannot unsubscribe without going through a lengthy process? For instance, when someone wishes to leave your email list, do they need to try and recall a password that your system insisted was set up some 1, 2 or 5 years ago? If there has been no requirement to use that password in the interim, it is unlikely that the subscriber will recall it. What other requirements does your unsubcribe process insist upon that may prove difficult?
Try now. How easy is it to unsubscribe from any email list you run?
If your email lands, week in week out into the inbox of someone who does not want to receive it but has been unable to unsubscribe, then all you are doing is pushing home a negative message which is likely to be passed on by those recipients. Not jsut by email but by word of mouth, twitter, facebook etc.
It is all very well insisting on a double opt in process to ensure that people have chosen to receive your info, but how easy are you making it to opt out? Or are you leaving people with little option but to report your emails as spam or to filter them permanently into the delete folder?
If people are finding it more simple to report your address as spam, this will have an effect on your presence on blacklists, and hence whether your emails will be delivered to other address who may actually wish to receive your content.
Take 5 minutes today to set up an address on your email marketing list and then try to unsubscribe. Are there issues? Can you make life easier? Have you already been blacklisted for spam due to a complexity in your unsubscribe mechanism? How clean is your email list? When was the last time you spoke directly to your list and received a substantial number of responses? Are your email falling into black holes?
Does your email marketing campaign work? Have you tied it into your social media marketing campaign so that you can track results? Are you actually reaching your target audience?
let us know what tactics you have tried and the changes you have made in email marketing over the last year or so….