3 Reasons to Consider Sending More Emails
Many marketers are troubled by the idea of sending more emails to customers. Whether it's fear of being labeled a spammer or the inescapable pull of social media, it's imperative marketers reconsider the benefits of sending more email to customers. Take a moment to reassess your current email marketing strategies and keep the following three things in mind:
1. Customers genuinely want to engage with brands. Customers want to hear from the brands they love. That's why they've gone through the steps to sign up for an email list to begin with. Sending those customers the emails they've asked for with content, products or offers that they value is the best way to open up a direct line of communication with them. However, many marketers inundated with anecdotes that customers are being overwhelmed with marketing emails fear being labeled a spammer and therefore don't fully use email marketing to its capabilities.
Alchemy Worx found that the chances of a subscriber marking an email as spam is only one in 2,000. Customer acceptance and want of promotional emails actually seems to be gaining favor in the inbox. For instance, research from Merkle showed that consumers spending time with commercial emails was on the rise. Consumers spent just 17 percent of their time engaging with commercial emails in 2005, but that figure had risen to 30 percent by 2011. In comparison, time spent with personal emails over the same time period had dipped from 50 percent to 37 percent.
2. Every email is an opportunity to learn about the customer. Email marketing is the most direct way to reach a customer. A billboard, TV commercial or ad in a magazine is often very generic in order to appeal to a broad audience. An email provides the opportunity to communicate a message directly to a customer that has expressed interest in hearing from a brand. This is why so many email marketers seek to strike the right balance between segmentation, timeliness and value. Even if sending more emails means that a customer will actually click the unsubscribe link, that's OK. In fact, the brand has learned something valuable — that customer isn't the right audience for their direct messages, and resources can then be reallocated to other customers.