I was recently talking to a business owner that thought that email marketing is not effective. They based that belief on their reaction to dealing with a full inbox of emails guessing that anyone they know would feel put off by emails from them as well. That is a valid point but it’s also beside the point. I will certainly open emails from people who I know offer valuable information. Even if I don’t get to read it right away I at least know that they care enough to keep me in the loop. Any emails I no longer find helpful or valuable I unsubscribe to. Or I simply delete them unread. (There are ways around that behavior as in resends to those that didn’t open emails.) But the point I made was that if you offer good value in your emails then they will be opened and read. If not right away then after a short while.

information definition

Good information adds value.

Keep communication lines open

The communication lines will stay open as long as your emails not unsubscribed to. Even if some campaigns suffer a few unsubscribes it doesn’t mean you didn’t offer value. It happened to me once. A close friend unsubscribed to my newsletter. After feeling hurt a while I figured out that it was a business-related communication and to her, our relationship was all about friendship. I finally asked her about it and she confirmed that interpretation. Plus when I unsubscribe it’s usually just to cull the overall number of emails I receive more than the content I had been receiving. So, don’t let your fear of bothering people prevent you from getting your news out there. People really do want to hear it!

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Why unsubscribes don’t matter