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How to get past blast emails
[caption id=”” align=”alignright” width=”300” caption=”Photo by Will Lions”]
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Every few months or so I go on an unsubscribe rampage. It’s typically done late at night after I’ve exhausted all of the other interesting content on the internet and I am still unready to give up the day. But it’s a rampage all the same. Ten to fifteen email lists ranging from retail stores to marketing associations lose the right to contact me - with one common factor uniting them all: irrelevancy.
As a marketer I’m always a bit conflicted about it. I’ve been on the other side of the coin. No marketer wants to clutter their customers’ inboxes. It’s just that it can be difficult to segment out which parts of your audience will find the message relevant. You’ve got some content - maybe an announcement or a sale - that you know will get some of your audience excited. The question is, which part?
Even under the best of intentions however, sending untargeted emails is not a sustainable practice. According to a 2011 study from Experian 27% of consumers overall dedicate an email account purely to receive email marketing messages. Frankly, I’m surprised that number isn’t higher.
Next week, Vertical Response and Performable are teaming up to host a webinar on ways to get creative with segmentation and email targeting. Think of it as an East Coast-West Coast uprising for the sake of inboxes everywhere. Come join us next Thursday at 2:30 EST / 11:30 PST!
