I receive dozens of email marketing messages each day. They come in all shapes and sizes, from all types of organizations. Best Buy, Dell, Jos. A Bank and other large retailers, Amazon, Proflowers, and other online business, Insurance brokers and wholesalers – even some of my competitors.
Our company sends out well over 1,000,000 eMarketing messages each year, so I will never complain about receiving these messages. But I sure wish they could improve their methodologies. I have many criticisms, but the two most common issues I see are format and frequency.
Format: Who decided that an email message can only be effective if it is covered with pictures? Many people open their emails in a text-only format and these messages do not transmit well into text. Outlook and other programs often block the pictures, also rendering the messages ineffective. When a message does not open properly, it is often discarded. Consider a simplistic approach that is primarily text. Flashiness does not help if the message is never seen.
Frequency: Many of the aforementioned vendors email me on a weekly basis and some even on a daily basis. Do I really need to know what is new at Victoria’s Secret every day? Clearly not. Remember there is a difference between keeping your name in front of your prospect, and barraging them spammish communications. Respect the email list, and space out your eMarketing campaigns to at least a 2-3 week interval.