All businesses need a way to establish a relationship with current customers and reach out to new ones. Email marketing is a very effective way to do just that. But research by Fluent suggests that not all consumers tend to respond positively to the marketing emails they receive.
The marketing platform produced a report that is based on data from a survey of 1,900 consumers. They were all aged 18 or older and lived in the United States. It suggests that large numbers of consumers are often dissatisfied by the quality and number of marketing emails they receive.
When asked how useful they find the marketing emails that they receive, 57% of respondents said that they are never or rarely useful. Only 7% of respondents said that the marketing emails they receive are always useful and only 8% said they are frequently useful.
The survey also asked consumers how many marketing emails they receive. Only 12% of respondents said that they felt they receive the right amount of emails. 8% said that they receive too few marketing emails and a huge 79% said they receive too many.
This suggests, then, that some consumers are happy with the quality and number of marketing emails they receive. However, the majority of consumers feel swamped by marketing emails and find most of them unhelpful.
So how do you ensure that your emails are the helpful ones?
There’s no reason to stop sending marketing emails on the back of this news. What you need to do is make sure that your emails are engaging and valuable to your customers. To get started, try these tips:
1. Choose a quality subject line
Your subject line should grab your reader’s attention the minute they see it. This will encourage them to open the email and help to prevent them from leaving or deleting it.
2. Think about when you send your emails
Be strategic about when you send your marketing emails out. People don’t like getting pestered on a daily basis. They also don’t like receiving emails at awkward times, especially if they contain something that needs acting on quickly. If you’re considerate by making your offers convenient, you’ll get a much more positive response.
3. Make them attractive
Think about how your emails look. Use colours and fonts that are consistent and easy to view. Even if your content is interesting, if the customer can’t read or see it properly then they’ll probably reject it. And as many people now use their phones to read emails, make your content user-friendly by ensuring it’s responsive.
Ensuring that your emails engage your customers and are valuable to them will improve your relationship with them by leaps and bounds. It will also help you to reach out to new customers and get them excited about your product.
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