Email Strategy: Turn Off Your List

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by  Zakaria Meftah Mobile is almost the dominant platform where people read their emails, and this is why having a good email marketin...

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Mobile is almost the dominant platform where people read their emails, and this is why having a good email marketing strategy is a must. In fact,
By 2018 80% of email users are expected to access their email accounts via a mobile device. – The Radicati Group “Email Statistics Report, 2014-2018”
Hence people are being proactive and now reading emails from their mobile devices.
Not that long ago, many Email Marketing campaigns disregarded mobile friendly versions of their landing pages, and emails. Also there wasn’t enough activities to really spend some time in getting mobile friendly down.

Data is showing an increase in mobile activities:

Mobile received 39% of unique clicks, with 9% from tablets and 61% from all desktop. – Experian “Quarterly Email Benchmark Study” (Q3 2014)
61% of consumers now read at least some of their emails on a mobile device –Yesmail “Email Compass: The Mobile Effect” (2013)
So if you like data like you, this means you have to take mobile into your email marketing strategy.
What you are currently doing might not make sense.
These are the biggest turn offs people have with mobile email:
Receiving too many (44%)Not relevant (37%), Too small to read and interact with (32%), Website and landing pages not mobile optimized (26%) and Not well formatted for mobile phones (21%) – LiveClicker and The Relevancy Group “Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015)


Receiving Too Many Emails

You gotta understand how we use our phones these days.
Rings, dings, tings, tones, melodies and voice tones. Anything we hear, we immediately turn on our phones and see what’s in store for us.
Whether you have a indicator or screen notification, we receive quite a bit every single day.
How would your list feel if you sent too much email?
There’s a borderline between trying to get their attention and annoying the heck out of them. Stop being annoying! The more useless your email is, the more likely they will unsubscribe or hate your brand/company or you as a person.

Another key factor: Not Being Relevant Enough

This is why content marketing is super important.
People don’t care.
People get annoyed
Therefore people expect valuable information with every notification they receive on their phones.
Is your email relevant and why?
Ask before sending your email.
In fact, ask why you are relevant enough to have them:
  • Open their notification
  • Turn on their phone
  • Go to their inbox
  • Read your email
Be relevant.  Provide content they want. Or what they might want.
Dedicate time. Write amazing emails that will catch their attention.
Simple Subject Line hacks will only get you so far.
By the time they realize it is not important, they will disregard, delete, spam or unsubscribe.

Stop the madness.

I can’t tell you what is relevant. I can’t tell you what’s not relevant. I am telling you that this is the important. Content marketing.
Your list won’t want to read your email right now. They may save it for later. Then forget about it.
So listen to the data. Reports are there to provide you with information. Enough information for you to care about what you do. Segment your list. Ask for feedback. Provide social media presence. Gain their trust and attention.

Invest in User Experience

Simple to do. First of all optimize with Mobile in mind. The more it feels that your Landing Pages and Emails are mobile friendly, the better chance you get for a response. So test your layouts to be mobile friendly. You will get a better response. Therefore remove obstacles for them to not care.
Finally check these three biggest turn offs and see if you are making the same mistakes. DO NOT turn off your list. Make it a relationship. In conclusion provide all the goodies for the response you deserve and want.

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#DIGITAL: Email Strategy: Turn Off Your List
Email Strategy: Turn Off Your List
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