Email marketing can be a bit of a mystery to business owners and marketers. What are the rules of email marketing? What do you put in the subject line? Should you use the person's name? Should you not use the person's name? Can you promote a product or service? How often should you send your emails?
The list of questions could go on and on. While we can't be afraid to make mistakes, we should be aware of some common pet peeves your readers might have about enewsletters.
So, here are four common email marketing pet peeves to help you avoid annoying your readers…
1. "The email doesn't provide any value."
Ouch! Email marketing is one of the most effective ways to build relationships with your readers. It gives you a chance to offer readers a helpful tip they can use right away to start fixing a pressing problem. If your readers are saying your emails don't provide any value, it's time to evaluate the information you provide. What tips can you give them that addresses one of their common problems?
2. "Every link goes to a sales page for a premium product."
If every link in every email goes to a sales page for a premium product, you're doing email marketing all wrong. That doesn't mean you can't ever use one, but an important part of sending emails to readers is to provide them with value. Valuable content they can use right away that they don't have to pay for. When offering them a link, send them to a helpful article on your blog or to your Facebook business page where they can ask you questions and get to know you.
3. "I get too many emails."
One of my biggest complaints when receiving newsletters and emails is that I get them too often. But that level of dislike is dependent on the amount of value I assign to each newsletter or business I subscribe to. If the newsletter is highly valuable, I don't mind receiving them every day.
You don't want readers to unsubscribe just because you're sending too many emails. So, strike a balance with great content and delivery frequency.
4. "The email contains too much information."
Providing too much information in your email or newsletter can be a turn-off, too, especially if you're sending an email several times a week. A large newsletter can be too overwhelming for readers. You want your readers to absorb the information you provide, but if the time commitment is too long, readers won't stick around.
Sometimes when I receive newsletters that have too much information, I close it and move on to something else. I don't want to devote the time to go over it. And when I don't review it right away, I usually don't go back to it.
When writing your emails, broadcasts, and autoresponders, think about your own email marketing pet peeves. What do you hate about them? What things do you wish the senders would stop doing? Also think about what you like about them. This will give you a starting point on how to handle email marketing.
While the last thing you want to do is annoy your readers, you will undoubtedly have some readers you just can't satisfy no matter what you do. So, keep that in mind as well.
I'd love to hear your pet peeves when it comes to email newsletters. Stop by my Facebook wall and let me know your thoughts – https://facebook.com/jodycalkinsbiz
Top Photo Credit: Zara Gonzalez