Regardless of one’s occupation or situation in the world of business and in life, one thing is commonplace. The volume of e-mail that most of us receive is not only very large, but also increasing year on year. The content of these emails however, may not necessarily be changing for the better.
As more and more companies jump on the already massively oversubscribed global e-mail marketing train, more and more of our inbox capacity is consumed with non-critical e-mail. On so many occasions now online, we are bombarded with requests to provide our e-mails in return for some service or other. And with good reason, because most of us do not change our e-mail very often. If you are a marketeer and you have the email of a current or potential buyer of your product or service, the chances are that you will be able to get value out of this digital asset for your brand for years to come.
However, the difficulty comes when, as Gary Vaynerchuck says, “Marketeers Ruin Everything“. We simply get bombarded with crappy e-mail that are long on the heavy sales pith and short on “Here’s a piece of amazing content that will genuinely make your day better. You’re welcome” type of content.
Hubspot will now remove you from their mailing lists if you do not regularly engage with their e-mail material. But this type of intelligent initiative the exception rather than the norm.
We continue to forget as marketeers that people’s lives are extremely busy, information is accessed now mainly from people who are in transit using mobile devices, and who are receiving a Tsunami of content on a daily basis. The question is, how can we break through this huge level of over consumption of data and reducing attention spans and make our e-mail strategies work?
As a consumer, the first place to start is to clear out your inbox and unsubscribe from the e-mails lists that are not of real and genuine importance to your daily life. One easy way to think about what to choose to unsubscribe from is to say that: “If I don’t naturally want to immediately open and consume this email newsletter, but save it for another day when I have time to read it“, then you should unsubscribe from the publication. Once you start doing this with incoming mails, you will be amazed at the amount of head-space you will free up by having less junk in your inbox each day.
Marketeers need to produce better communications with more compelling content to encourage more list members to choose to open their emails that they receive. LESS volume, MORE quality in terms of Content can dramatically improve the user experience and the value received on both seller and buyer sides.
Don’t be afraid, take the step, hit that Unsubscribe link!