By: First Union | Date:
Reevaluating Your Email Strategy: Spotting Those Red Flags
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Email blasts are slowly becoming less and less effective. People get annoyed as more companies seek to bombard them with one size fits all advertisements and promotions. What are you doing when sending out constant mass emails—you're moving away from personalization and treating the consumer as merely a number among many. This just doesn't get it done any longer. And yet so many small businesses still rely on this type of email marketing, not realizing that it's probably doing more harm than good. It's time to reevaluate how you utilize email. Below are three red flags that indicate you may need to revamp your approach to email marketing.
1. Customers unsubscribe
One of the worst things that can happen is that you initially had someone interested in your company and your products. They thus subscribed to your email list. Lo and behold, a month or so later—perhaps even less than that—they are fed up with the constant email blasts and so they unsubscribe. This should most definitely be a red flag that you're not doing something right. The fact that the consumer proactively signed up, but then also proactively turned your email off, tells you that you need to do more to engage with your potential customers. And bombarding them with mass emails is simply not the way to go about this. You want to keep that customer a part of your email cycle—this then allows you to build a relationship over time.
2. Customers complain
Are you getting spam complaints? If so, then again, time to rethink how you go about sending out those emails to consumers. You want to maintain a positive reputation as far as your digital presence goes. If people are actively complaining about the amount of email they're receiving and/or the quality of those emails, this can go a long way toward diminishing your reputation.
3. Customers tune you out
Customers are more likely to open an email if they are receiving those emails less frequently. A constant daily barrage of promotional emails and they are apt to just tune you to and trash the email. Studies have found that click-through rates increase when you send out fewer emails.
At First Union Lending we work with small companies all the time in terms of getting them the cash necessary for finetuning their marketing strategy, hiring a digital marketing specialist or integrating new software systems. Call today to find out how we can help you!