The New Technology Driven Etiquette - Part One
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We are all aware of the fact that more & more of our communications are digital (text) and that has created a number of challenges. Little did I know that missing those English writing classes would come back to haunt me. In the following series of articles I will cover various aspects of the dreaded "email" messeages we send sometimes, conveying certain emotions and even changing the context of our message by using a simple "bold" or "underline" in an email or text message.
Before we discuss the various "Do's" and "Don'ts", it is important for us to have a better understanding of the "why" people respond (or don't) and specifically why they "unsubscribe" to our newsletters or other e-marketing efforts.
According to Tom Kulzer, CEO of AWeber, author, qualified Google Advertising Professional and much more; there are 5 main reasons why people "unsubscribe":
1. You send to many - or to few messages. Many people are just overwhelmed by the # of marketing emails they receive or is they rarely hear from you, may wonder if they ever signed up in the first place.
2. The relationship may have changed. The reasons are too numerous to list but the bottom line is that they may not see the value any longer.
3. Reasons beyond your control. This can be caused by a change in employment of even a personal matter that has affected their lives. According to some, many of them will come back.
4. Email addresses change. This is usually caused by technology, a new address, a new provider or even a new domain name. Whatever the reason, you can sure that when this does occur, people do not go back and "opt in" for all of the previous e-correspondence they received before.
5. The Content isn't compelling enough. Try the "So What" test before you send, or better yet, ask a friend to help. If your e-marketing message falls in this catagory - CHANGE IT! Don't just send "stuff" that has little or no value. Assume everyone already gets enough of those. You are better off NOT sending something...see reason #1.
If you incorporate a CRM program and track the profiles of your customers and prospects that do stick around, you can lazer focus your efforts even greater in the future.
