By Kelly Gerrish
The average consumer will receive a whopping 9000 email marketing messages this year– approximately 25 per day. It’s impossible to read that many and quite frankly, who would want to? More often than not, we hit delete without even opening. Far too many companies bombard potential customers with ineffective emails, causing us to disengage and unsubscribe. We want to streamline our inboxes to the information we really want.
Next year, new EU data protection laws will mean consumers have to opt in to marketing messages instead of the current opting out. But according to new research, we may be more reluctant to do that.
These eight tips will help you encourage your customers to opt-in and stay in.
1. Define the value
What’s in it for me? As a potential customer, unless what you’re offering is relevant and important to me, I don’t care. If I don’t care, I’m more likely to unsubscribe.
2. Provide communication options
A ‘one size fits all’ approach weakens your company’s value proposition. Make it easy for consumers to choose the type and frequency of communication.
3. Start a conversation
Make it clear you want to listen and encourage feedback. Invite customers to join a conversation geared around their evolving needs, not a monologue.
4. Establish a clear path to opting out
Customers are far more likely to start a relationship with you if they know they have the power to end it someday. Make it clear how to do this from the initial contact to build trust.
5. Remember your brand
Often opt-in screens and messages are unbranded and feel disconnected from your brand identity. Provide a thoughtful opt-in experience that represents you, not a cheap imitation.
6. Don’t nag
Send an offer once and don’t repeat. If I’ve read the initial offer, I don’t need to be told again and again. Don’t bombard customers with the same information.
7. Keep it simple
Collect only key data that will help you deliver a better customer experience. Lengthy forms with irrelevant fields are annoying and create suspicion as to why you want that information.
8. Listen and learn
Companies who embrace social media can react quickly to capture organic opportunities for opting-in. Twitter is a great tool for creating more engaged relationships – a compliment on here can be seen by the world so be prepared to act on it.