Unsubscribes Are a Good Thing. Really!
Email is not dead. Email marketing is not dead. But email marketing as we have known it to be in the past, well, that’s forever changed. For email marketing to truly be effective for driving consumer interest, sales and ROI, it has to be performance-based. Performance-based email programs recognize that consumers are the new brand ambassadors. They like being in control and dictating the sales cycle. Think Social Media. They are also much more on the go and want relevant, timely messaging to fit their busy lifestyles. Think Mobile. By incorporating those emerging platforms with strong data and effective segmenting, you can take your email marketing to the next level. And yet, there are some email marketing truths that remain steadfast even amid the changing digital landscape and some that might surprise the most experience online marketer.
In email marketing more than most channels, providing a compelling albeit user-friendly customer experience is key. You don’t have to go much further than your own inbox to know that there is far too much email infiltrating the space. People don’t have time to go through each and every one, which makes targeting, tracking and data acquisition absolute musts. Also, email marketers need to make it easy for users to opt-in, opt-out and unsubscribe. Yes, you read correctly. If a customer wants out of your campaign, you should consider that knowledge a good thing. It means you won’t be wasting time and resources trying to target products and services to someone uninterested in what you have to offer. Redirect those offers to consumers who what to hear more about your brand.
When it comes to email marketing, you can make the case that everything old is new again. Email marketing has always been one of the more cost-effective and result-driving channels in the performance industry. By incorporating new philosophies stemming from emerging channels and adhering to some old rules, your email marketing will not only stay alive – it will thrive.
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