Emails that offend; type 1
The email industry has been around for more than a decade. In that time, industry leaders have done a great job of creating best practices for marketers to follow to ensure the success of their email marketing campaigns. It's amazing to me, then, that so many bad emails continue to be sent.
In my inbox today, I've received three emails from one marketer, two emails that showed nothing but an ad above the fold, and a daily email that I really only want to receive once a week.
I know that we can do better than this. As a first step to getting us on track, I have created a list of offensive emails. Do you see your emails on this list?
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One-size-fits-all email newsletters
Most of us wouldn't be caught dead in one-size-fits-all clothing, so why do marketers think it's acceptable to send one email designed to fit the needs of all their audiences? These emails arrive in inboxes without customization and include massive amounts of information that cause recipients to keep scrolling and scrolling, despite being disengaged from the content.
A better practice is to ask subscribers for their email preferences during the opt-in process and create an email schedule that honors those preferences. For example, when subscribers opt in for a newsletter, ask what kinds of topics they want to get information about and how often they want to hear from you. Tailor your communications to subscribers' wants and abide by their preferences so they look forward to hearing from you. Your audiences might look smaller, but they will be more engaged.