Email marketing has always been one of the leading channels of a rock-solid integrated marketing strategy. But as time wears on, the entire landscape of marketing is changing. And while email remains near the center, the strategies and techniques are in constant flux. With the rise of content marketing, one thing that will almost guarantee getting your emails opened is giving your subscribers what they want—literally. According to a new survey and report from TechnologyAdvice Research, 43 percent of email receiving adults would like to be contacted less frequently by email—but it doesn't have to be that way.
"Consumers expect businesses to provide value in exchange for this time," says the report. Even opt-ins shouldn't be taken as cart blanche to flood the subscribers inbox with cloying calls to action. Like any aspect of business, marketing boils down to relationship building. "The plain answer to the email frequency question is that marketers simply must respect the inbox of their recipients," the report elucidates. "An opt-in is an invitation to start a conversation, not an excuse to unleash a deluge of untargeted, incessant messages."
Remember, you're never going to get everyone who you're sending to open your emails, but it doesn't hurt to try. The survey reveals that the majority—57.8 percent—of people only read zero to 25 percent of marketing emails they receive. So if you can get more than 25 percent of your list to read something, it's already a success, in one way. Promotions or discounts would seem to be the best way to boost that rate, with 38.9 percent of respondees saying that's what motivates a click. But good content takes more than one form, and you could also motivate a different 26.2 percent of the same audience to click by having good news, or updates to share.
Email marketing remains alive and well—and critical. "Overall, consumers feel the email inbox is an appropriate place to interact with businesses," says the report. But the onus is on the wise email marketer to craft emails that not only survive—but thrive.