One of the biggest mistakes one can make is using email as the electronic version of direct marketing tools such as mail, directories, radio, television, newspaper inserts, and even brochures. A world-class brand builder can become a brand killer in no time if treated with ignorance, carelessness, and laziness. The ability to kill a brand largely depends on the relationship of email with recipients. Relationships are more personal due to the intimate relationship between people and their computers. And because of this intimacy, the name of the company evokes both positive and negative feelings. No email is as annoying as spam, and spam penalties are getting tougher. An avalanche of spam complaints can affect your email program to the point of shutting it down.
E-mail is gradually becoming a personal means of communication. The recipient must be responsible, he must be able to decide who he should receive email from, what type of email he wants to receive and when he can stop receiving these emails. An email program that doesn’t include all of these amenities will do serious damage to your company or brand.
The first thing to focus on is eliminating abusive permission practices. If this is not corrected, no subsequent actions will make up for the losses. Simply put, it’s completely wrong to send a commercial email to someone you haven’t permitted to do so. Sometimes a person simply signs up for an email when registering on a website due to the rush. Therefore, the registration page must display a privacy policy that states that registration also includes consent to receive emails. And despite this, there is a high probability of receiving large complaints due to an incomprehensible subscription process. Some companies send emails to a person who has downloaded a white paper or brochure from a website. Better if the checkbox is not checked beforehand. The job of checking the box should be left to the visitor.
Despite taking these precautions, it sometimes happens that the recipient immediately clicks the report spam button when they no longer want to receive emails. This happens when the recipient does not trust the unsubscribe process. The first reason for the loss of trust is sending a message in the wrong format: text or HTML. Readers sign up by trusting the company, and when your email program doesn’t live up to their trust, the company has to pay for it. It is very important to give the reader the choice between text or HTML format. Typically, techies prefer text messages only, while teens prefer HTML messages.
The content of the letter must exactly match the requested information. If a subscriber has requested sales announcements, please do not send them company news. Similarly, the frequency of letters should be taken into account. If a weekly newsletter is requested, please do not send biweekly newsletters. Random exceptions, such as sales or newsletters, can be used with caution. Customers complain a lot about the flood of emails during the holiday season. Better to focus on quality than quantity.
The content of the letter must exactly match the requested information. If a subscriber has requested sales announcements, please do not send them company news. In the same way, the frequency of cards must be taken into account. If a weekly newsletter is requested, do not send newsletters every other week. Random exceptions such as sales or newsletters can be used with caution. Customers complain a lot about the flood of emails during the holiday season. Better to focus on quality than quantity.
