Nurture Your Subscribers to Higher ROI in 2010
Email subscribers want only one thing from us: help. They want to be more informed, more beautiful, given raises, be heroes to their kids and make better business decisions. Given the amount of poorly targeted messages in my inbox, however, it seems many of us have forgotten this central tenet. Generic is boring; custom is compelling. Response goes up when messages engage and nurture subscribers.
The inbox is essential in 2010, but it’s also fiercely competitive. Social networks drive their businesses through the inbox, and more and more marketers are sending more and more promotions. Your message must stand out amid this noise.
Sending the same message to everyone is the opposite of nurture — it’s numbing. It has the opposite effect, driving disengagement and dissatisfaction. Too much email in short time periods will not only depress response, it'll increase complaints (counted by ISPs like Yahoo and Gmail) every time someone clicks the "Report Spam" button. Even a small number of complaints will prevent your messages from reaching subscriber inboxes — all your subscribers, not just those who complained.
It's painful enough imagining the slow death of your email response rates when subscribers are bored week after week. Even worse, imagine the drop in revenue if all your messages are blocked by Yahoo due to high complaints. Ouch! It's worth taking the time to nurture instead.
The ideal is to offer subscribers what they need before they realize they need it. Luckily, you can get pretty far even without deep resources. Test a few of the following "baby step" ideas now; then integrate the hardest-working into your ongoing calendar this year. Since not all subscribers have the same value, focus on those with the highest potential.
1. Educate prospects. Many marketers have both prospects and customers on their house lists, each receiving the same promotions. Probably neither are inspired by something watered down for the masses. Never assume prospects know anything about your content, editorial personalities, products or benefits. Consider a series of messages or offers that move prospects through the sales pipeline.