I receive about 5 new emails a day. In the past week that is 35 emails. Of those, only two were written by actual people. Meaning I received 33 emails which were automatically sent. On a daily basis I receive ‘exclusive’ offers, updates, newsletters, invitations and the list goes on. In most cases I barely bother to even open, let alone read what is in there. Is email marketing still effective in the 21th century, when most of the mails you receive are considered junk mails.
Top 3 annoying emails
My personal top three most annoying spam mails are the following:
Your opinion is worth €100 – Okay, that got me interested, € 100 is always interesting. However, upon opening the mail it turns out that Bol.com isn’t going to give me €100, but if I write a bunch of reviews, I have the chance to win €100 once a month. News flash, customers don’t like to be lied to, and I consider this willfully misleading at best.
From today to eternity, every day – Although I am interested in receiving some updates or offers, there is probably no company in the world that can go and mail me more than once a week without me unsubscribing. I am simply not that interested in your offers and products, neither do I have the money to fill my basket in your webshop every week.
Here´s an overview of… everything – So you have my shopping history, meaning you probably know what I like. Why do I receive an email that´s trying to sell me a mountain bike? I don’t even like bicycling… Why do I receive an email with discount tickets for the next Champions League game? What’s the benefit of targeted email marketing when I still have to search through an enormous amount of useless stuff?
But what should you do?
That’s the stuff you should not be doing. What makes me a happy email reader then? Basically just turn these things around.
Clear subject line, clear content – Make sure I instantly understand what your email is about, and don’t give me a reason to put it in the trash bin.
Easy to change settings – Last week I wanted to unsubscribe for an email from sportpursuit.com because they were actually spamming me on a daily basis. However, once I arrived at their website, I could also change my settings to receiving mails only once a week, which was actually what I wanted. For some reason many webshops won’t let you do this, not realizing losing a customer completely is worse than turning down the frequency of sending mails. But there was more…
Relevant & personalized content – Except for setting my email subscription from daily to weekly, sportpursuit.com also asked me which content I wanted to receive. As simple as it seems, I could check the boxes for snowboarding and running, and leave the ones for other sports unchecked. This will make it so much more likely I find something interesting in their next email, and once I enter their website, I can still decide to visit the mountain bike page, might I ever want to purchase one. Another good example of offering relevant content is the ‘people that bought this product also bought…’
To make effective even more effective
Here a few more tips to consider, to make your effective email even more effective:
Choose the right moment – According to Experian Marketing Services, the most effective time to send out your mail is between 20.00 and 00.00 and during the weekend. This makes sense in a way, because this is in general the time people are not working – thus have the time to read emails and buy products.
Hello mobile – Nowadays almost half of the emails are read from the mobile screen, according to email marketing firm Litmus. This is great, except still many of the mails I open on my mobile are not smartphone-friendly. Make sure your email looks good on the big as well as the small screen!
What sorts of emails annoy you the most? And more importantly how to better engage with your customers?