I got two email newsletters in my inbox today.
One I get about every 2-3 weeks, and it’s got good stuff. I almost always read it all the way through, and I feel smart just for having the foresight to have subscribed to it.
Another I get something from almost daily. It’s always promoting an upcoming webinar, or phone call, or blog post, or snake oil. It’s a nuisance, and I can’t wait to trash it the minute I see the Sender.
I unsubscribed from the latter today.
The lessons here should be self-explanatory, but I’ll go ahead and put them out there anyway:
- Even if you’ve got permission, don’t send something out to your list every day. Weekly is about the max most people can handle, and less than that is preferable.
- It’s not bad to promote your stuff, but it is bad to ONLY promote your stuff. Give me some meat, something I can use or chew on.
Your thoughts or tips?
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You are right on the money. If I get one more, “free” right in a row after 5 others on the previous 5 days…I’m history. The problem is that some of them make it too complicated to leave so then I have to block them. How sad when obviously there was some previous interest. Why do people think a hard sell still works. It just doesn’t and people aren’t stupid. When too many emails arrive, our intelligence is not respected and that doesn’t make us into a loyal customer, it makes us into an annoyed adversary.
Claudia – I find myself often passing over the email newsletter that I actually want to read, simply because I feel so cluttered and it just feels better to have a well-organized inbox. Says a little something about email marketing, I would think.