Dear Email Marketer: More Than One Send A Day? Unsubscribe!
Today I unsubscribed from the email list of a pretty big name in the digital marketing space.
It wasn’t that his content isn’t good. I like his writing style. It’s got a little edge to it, a little bite.
It wasn’t that I don’t value his expertise and clout in the digital marketing field. For the most part, I think he walks the talk. He’s fessed up in the past to his own failings and foibles on his way to big name success.
So, what was it?
He didn’t value my time and productivity.
My Inbox Is Busy Enough, Thank You
I don’t care how awesome you believe your launch, product, service or special offer to be, you’re not quite as important to my inbox as you’re telling yourself in the mirror each morning!
My time is just as valuable as yours. My clients expect me to produce, as I’m sure yours expect the same from you.
That being said, I don’t have time to wade through your multiple emails, all touting the terrific and testimony around your latest product or service launch.
You’ve really only got one chance to sell me, though I understand the need for need to send follow-ups, last chance messages and reminders.
Send Smarter, Not Harder (Or More Frequently)
When you send me more than one email in a given day, you prove to me that we have no relationship whatsoever, no matter how tiny and tenuous.
You see me only as potential dollar signs, another sale to mark in your books.
I don’t need a minute-by-minute blow by blow account of the sales progress of your new product. I don’t need multiple messages reminding me that the sale is “almost” over. Nor do I appreciate your efforts to guilt me into giving up my hard earned dollars.
[clickToTweet tweet=”Send smarter emails! You’ll stand a better chance of wooing my wallet.” quote=”Send smarter emails and you stand a better chance of wooing me to open my wallet.”]
Frequency is easy, especially with automation. Consider, instead, carefully crafting a message that actually sways me, rather than sending meaningless missives that clog my inbox. That hard sell hullaballoo is only causing me to staunchly submit my unsubscribe request.
Email Access Is A Privilege, Not A Right!
Access to my inbox is pretty sacred. I don’t allow just anyone access.
I’m quick to unsubscribe if you don’t take my time seriously. There are plenty of worthy and worthwhile lists to which I can subscribe. You’re not the only fish in the pond. So you’ve got to swim on the side of right or there’s the potential you’ll soon find yourself belly up, at least in my eyes!
[clickToTweet tweet=”Silly marketer … access to my inbox is a privilege, not a right! #emailmarketing” quote=”Silly marketer … access to my inbox is a privilege, not a right!”]
Treat your time in my inbox as a privilege and you stand a good chance of staying on the nice list!
I can’t tell you how much I love this post. It seems to be the time of year that marketers and entrepreneurs are selling, as I seem to be getting a whole load of email campaigns that basically say the same thing – buy my product. I’m happy to stay subscribed if there’s value in these emails, but as soon as there’s not, I’m outta there!
Lizzie, I’m in complete agreement. Of course we all run our business with the hopes of selling our products or services. It’s a business, after all!
But there’s a better, smarter, more social way to go about it. I’m more than willing to kick you to the curb when you take advantage of my inbox!
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Love this! I’m in the middle of a launch and have been super worried & conscious about this. Thank you for validating that even though “so and so” say to email multiple times a day or even every day, it isn’t a good idea! Thanks for your crusade against inbox tyranny <3
Love it, Hailey. A crusade against inbox tyranny. I might just need to “borrow” that phrase for future tweets – giving you credit, of course!
Frequency can be one of the many failings we face as digital marketers.
In my mind it’s always better to start slow and build, rather than burn any bridges with overenthusiastic sends and inbox imbroglios!
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