The cost-effectiveness of opt-in email marketing can be both a blessing and a curse. On the one hand, you get a higher ROI from email marketing over other direct marketing methods. But being affordable means we sometimes send out too many emails too often.
It’s like candy that’s quick and easy to grab and tastes good, so even though we know it’s bad for us and it’s loaded with empty calories, we succumb to our temptations and eat even more.
It’s the same with opt-in email marketing. It’s easy to do yet another campaign and it can lead to some quick sales, so we keep going back for more, ignoring the negative long-term effects of emailing too frequently…
What’s that, you say? How can eating too much candy and emailing more frequently both be bad for you? Because one leads to weight gain, and the other leads to subscriber loss. Email your list too often and you’ll burn out your list. People will either unsubscribe or delete your emails without opening them or even report you as spam. Yes, even people who opted in initially will want out if you’re annoying them with too many messages.
OK, so this is something email marketers do know, right? But we find it easy to ignore, just like we find it easy to keep sticking our hands back in that candy bowl. Especially since there isn’t a clear sign that you are over messaging, right? But guess what, there is.
A good indicator that you might be over messaging your list is your unsubscribe rate. If you see it go up, that could mean you’re emailing people more often than they want to hear from you. Of course, not everyone will unsubscribe. Many people will just delete your emails. Some will report you as spam. So be extra sensitive when the unsubscribe rate does go up, since that’s only a portion of the people you are annoying.
As far as the candy goes, watch the level in the bag or bowl. It’s the opposite of your unsubscribe rate. If the level of candy in the bowl is going down, obviously your intake is going up! So let’s keep the level of candy in the bowl high and the unsubscribe rate low instead.