How Noisy is Noisy? Unsubscribe

How Noisy is Noisy? Unsubscribe

​It has taken nearly two months to rid my inbox of unwanted subscriptions to email databases that I have amassed over recent years.

As we all know, we will be receiving emails from companies that we haven’t even heard of as well as from those who have shared our details with third parties. We probably agreed to receive many of these without really noticing and of course when we become a customer of a company they can legally send us emails until we opt out. So over time the noise becomes noisier until you reach your inbox tipping point.

As a consumer, or business customer, we have choices of whether or not to be kept in the loop when a particular company releases some information, news or product and service updates. As a marketer in an ideal world we would like for all our prospects and customers to desire to be on our database so we can send such communications at appropriate intervals.

Herein lies the problem. Good marketers who know their customers and how frequently it is appropriate to contact them are being punished by those who simply send out the ‘regular newsletter’ on their terms and at their convenience. The bad name that email has received from the customers’ perspective over the last decade has been created mostly by those who have considered their own wishes before those of the people they are trying to communicate with. The monologue, promotional style of marketing is so yesterday, and a significant number of ‘unsubscribe’ results in your email analytics will show you that you are falling into such a trap.

Remember your customers’ email inboxes are full and noisy…. very noisy. To ensure that your emails cut through the noise don’t just think about catchy titles and lovely images, think about:

- the time of day when your customers are most receptive, based on their work/life habits

- the day of the week when they are most likely to have an opportunity to read, absorb, reflect and respond to your messages

- the frequency by which you send your newsletters. The clue is the word ‘news’. Only send when you have something meaningful to say. Avoid the weekly or monthly schedule

- create a clear call to action for responding to the messages and choreograph the customers’ journeys

- always provide an ‘unsubscribe’ option at the end of every communication you send. It not only gives the recipient choices but it is a legal requirement too.