Getting hold of people’s email addresses and getting their permission to become email subscribers is just the first step of email marketing. Getting them to actually read them is the next. Once you’ve got them reading your marketing emails, the trick is to keep them interested, and deter them from clicking on that pesky ‘unsubscribe’ button you’ve dutifully placed somewhere near the bottom of the email (quite possibly in small type).
Google unleashes ‘auto-unsubscribe’
Now though, Gmail has taken steps to help people unclutter their inboxes, which will undoubtedly keep email marketers on their toes. Google has launched a new easy to see button for its mail users, which will enable them to quickly unsubscribe from marketing communications with no fuss. No more searching for the sender’s unsubscribe button, or going through a lengthy unsubscription process – all users need to do is click the word ‘unsubscribe’ in the subject header of the email, et voila, you have one less subscriber. You can find out more on this auto-unsubscribe feature on Google’s user support section (https://support.google.com/mail/answer/80405?hl=en&ctx=mail).
While this announcement has got many email marketers worried, the fact of the matter is that if someone is prepared to unsubscribe from your marketing communications just because someone put a big button in front of them, you’ve already lost them. What online marketers should instead be asking themselves is, ‘what can we do to get people hooked on our emails?’
Offer value to your email subscribers
Bombarding people with marketing messages loudly extolling the virtues of your product is a sure way to lose subscribers. It’s much more effective to take a softer approach and gently build a relationship that the customer values, and in which they feel valued. Providing tips, information and resources related to your industry is a good way to offer value and get your emails read.
Tackle topical subjects
If you want to be seen as an industry leader, you’ve got to talk about what’s currently going on in your industry. Don’t just offer news though, offer insight and an original voice that is compelling and memorable.
Stay on topic and keep it concise
Getting your email subscribers to start reading your emails is one thing, but if they find that they have to scroll downwards endlessly, they may well stop reading. Don’t give them a chance to get bored – get to the point quickly and don’t go on any longer than you have to. Stick to the topic of the email to make its message more powerful.
Ensure you’re email content is top-notch and error-free
All of your email communications reflect upon your company, so make sure that that reflection is a positive one. If you don’t have the in-house resources to create professional content on a regular basis then it may be a worthwhile investment to hire an email marketing copywriter or agency to do so for you on a freelance basis.
You can find out more about writing effective emails in our useful article, ‘How to Write an Email’. It does exactly what it says on the tin, as should your emails.