A new study published by the Chief Marketing Officer Council and and InfoPrint shows that nearly 50% of all unsubscribes were driven by a lack of relevancy.
A study conducted by the Chief Marketing Officer (CMO) Council and InfoPrint reveals that of the 91 per cent of consumers who opt out or unsubscribe to emails, 46 per cent do so because the messages they receive are simply not relevant.
How are you making your emails relevant?
It’s always interesting to look at what other email marketers are doing and how closely their practices align with what I am recommending to clients.
Today’s example is a welcome message I received from Marriott. During my recent trip to visit a client, I gave Marriott my email address. They sent me a welcome message, primarily text that looked good even with images turned off. The text of the email told me why I was receiving the email and what I could expect.
I tend not to blog too much on subject lines as they are really a marketing issue and a subscriber relationship issue. The subject lines a particular mailer uses should be directed and developed with an eye towards making the mail relevant and useful to the recipient.
What subject lines shouldn’t be is deceptive, either intentionally or inadvertantly. How can a subject line be inadvertantly deceptive? Take this: “Today only! One day sale!” The email in question was a printable coupon to get a discount at a bookstore. Unfortunately, the sales was not “Today” – the day the email was received.
On the one hand, I can sympathize with the sender. Sometimes email takes a while to get delivered, particularly for large mail drops. So you want to send before the mail needs to be in the inbox and in front of the recipient. But, that means that some of your recipients may get the email before “Today.” A much better subject line would have been “Friday only! One day sale!”
The cyber monday inundation of mail has hit my mailbox. There’s been a clear increase in marketing mail over the last week. Unfortunately for those marketers, it’s too much and I am just scanning subject lines and marking as read. I don’t have the time to read all this mail.
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