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Do Clients Pay Attention to Your Emails?

February 20, 2007

I constantly hear people moaning about just how hard it is to get people to open their emails. If they’re a client of mine, I take a look at a few of their emails. Almost without fail, the ones who complain the loudest and moan the longest about their email problems are people who deliver emails I definitely wouldn’t be reading either.

Just yesterday I went through all my Internet marketing newsletters again and unsubscribed from a large group of them. For each one I looked through several back issues…specifically looking for value in them.

Many of them had no real value. All they included was one promotional piece after another. Why would I want to subscribe to that? Why would anyone want to subscribe to that?

What is most surprising is that many of these email publishers were also information sellers. Producing a little good content in their newsletter would be no more difficult than including an excerpt from one of their products.

Were the ones I was reading doing this? Nope. It as just one hyped up email after another. No content. No value. No reason to keep reading. Thank you. I have enough advertising in my box.

What about the Last Time I Did a Large Group of Unsubscribes?

You’ll notice I said I went through the newsletters and unsubscribed again. When was the last time and what caused it?

The last large group of unsubscribes occured during the last big one day promotional event. I received more than a dozen emails that all essentially said the same thing. They all talked about how wonderful and profit producing product A was. What was most annoying to me was it was obvious most them had only seen the promotional videos for the product. They had never studied the product themselves.

So I removed myself from every single list where they published the normal information about the product launch. The only ones I stayed on were the ones where they gave their opinion about the product…and they really honestly tried to explain how they felt about it themselves.

Remember, people want content and they want an honest voice.

They don’t want a parrot.

If all you say is exactly like everyone else, why should anyone listen to you? They can read this person’s newsletter instead. Inject personality. Inject emotion. Be yourself in your newsletter. Tell them how you personally feel about it.

For a long time I’ve told people to write their emails like they are writing to a friend. Let me ask you this. How do you feel about friends you only see when they want something? I’m sure you’ve had a few friends like that in your life. You don’t see them for months. When they do show up, it’s because they need money or help. You may help them for a while.

The question is just how strong is your relationship becoming as this happens time and time again. Think about that the next time you send an email.

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Written by Terry · Filed Under Content 

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