Non-responders? Not here.
Ask anyone, and chances are high they’ll say they get too much email. We’ve been trashing or ignoring that biweekly email from a store where we bought something once, or signed up for a newsletter to get a free T-shirt for what seems like years. We can’t remember the last time we shopped there, or read that newsletter, and frankly, we’re ready to never see this in our inbox again. We’re ready to unsubscribe.
As a marketer, you have to figure out what it is that turns your once interested customers into non-responsive email addresses; and how to keep them from disappearing forever. Look at your content and ask yourself a few questions:
1. Is it relevant?
Your newsletter is titled, “Tech Tip of the Day,” but your current mailing focuses on “Why Twitter is Here to Stay.” This isn’t exactly giving the people what they want, or what they signed up for. Keep your theme consistent and always relate-able. If keeping content aligned with the original title is a real struggle, consider creating a new newsletter that can be offered to your current readership.
2. Is it outdated?
If you can’t remember the last time a change was made to your email template, it’s time to freshen things up. Think about when the next mailing will go out. Will it be in multiple weeks? Then keep the content more or less “timeless” and focus on a broader or industry-wide subject. Will only a couple days go by? Have more confidence throwing in topical references that will still be applicable when readers see it.
3. Is it boring?
Reading your content out loud is a surefire way to find any inconsistencies or awkward phrasing. If you can’t get through a couple of sentences without being confused or asking yourself any questions, than your readers won’t either. Break up the text with some images, (but remember, relevant!), add bullet points to facts you want to call out and use a tone that works for your readership.
4. Still not sure? Ask.
Send out a quick survey getting feedback from your customers. Ask what they’d like to see more or less of, what their favorite posts have been, if they feel they are getting too little or too much information, basically all the questions you’d like to be asked in their position. Make reasonable changes and check-in after a few weeks to see how they like the updates.
How do you keep information relevant and customers responsive? We’d love to hear from you! Find us @IntelechyGroup on Twitter