I’m an online shopper … I admit that I love to shop in my jammies, capitalize on free shipping and use promo codes. I keep a running list of what is to arrive and use my Amex card to get points … it’s true, I’m a user. I have my favorite sites like Proflowers and Chicos … but seriously, do I have to hear from them every day? I think not.
So I am forced to use the unsubscribe button … or face deleting the sale flyers in my email that proliferate at an alarming rate … I mean who buys flowers every day? Someone who is either in love for the first time and has unlimited funding or a relative in the business? So I unsubscribe. But low and behold … the emails come back. Grrrrrr. I read the fine print which admittedly informs me that that my email address has been sold to a third party who is sending me email on behalf of Proflowers … really?
Even when loyal to a brand or service, subscribers can experience email fatigue and choose to unsubscribe. And once subscribers unsubscribe, they become detached, literally and psychologically, from an advertiser’s messaging. So how do you as an advertiser protect your customer (and your business) from email fatigue fallout? Follow some simple rules of e-mail etiquette.
- Don’t spam your list. Determine the frequency that you should be using with your client list and stick to it.
- Don’t over-automate. Sending automated messages can be useful, but be sure you balance the automated messaging with the non-automated so you are nurturing your contact list … not alienating them.
- Respect the unsubscriber’s choice. It’s the law that recipients must be allowed to unsubscribe from your list, so please make it easy for them to do so.
- Scrub your list regularly. Determine the difference between soft and hard bounces and make sure to take off the addresses that have permanent delivery issues.
- Test your e-mail. Just as you would proof anything, proof your e- blast by sending a test to a small group and making sure the message is working and the subject is not ending up in the “junk” folder.
- Personalize. Send the message from a real person in your company and send it to a real name. This is more welcomed than “Dear customer”.
- Be mobile-friendly. Make sure your e-mail looks good on a mobile device.
- Offer a text version – just makes sense.
- Avoid spam trigger words in your subject lines. There are spam trigger lists to consult – just do it.
Happy e-mail customers make for successful e-mail campaigns … just sayin’.