Email marketing programs are a great way to retain and
engage customers, dealers and manufacturing
representatives. They give companies a very
cost-effective way to communicate their message, plus comScore
found that there is a 4.4% sales conversion on eCommerce websites
from emails in the United States.
Email marketing is the last marketing tactic companies are
cutting during this recession. However, with the increases in
companies sending emails, people are becomming more and more
selective about what they want to receive. According to an
Epsilon and ROI Research study, 14% of e-mail subscribers
in North America unsubscribe from opt-in e-mails
frequently - and 55% do so occasionally.
The number one reason people unsubscibe is because the content
is not relevant and useful. If you are sending email blasts
to your house list without careful consideration about the
relevance of the information to all those people, then chances are
you are causing some people to drop off your emal marketing
program. Segmenting your email lists to receive targeted
communications based upon user preferences or past behavior is one
way to send the most useful information. When
you integrate your email marketing metrics with your eCommerce
data and your CRM database, you are able to segment your list
wisely.
The next reason people unsubscribe is because they receive a
company's emails too frequently. This ties into the relevance
of the information, but shows that you need to plan the email
communications for a calendar year. You can also help avoid
this issue by explaining the freqency of emails when people opt-in,
and by offering options on how often to receive an email.
Privacy concerns and the belief that their email address will be
shared or sold ia a top reason people unsubscribe. Your
website needs to state clearly what your privacy policy is and how
to contact you regarding questions. A link to the policy
should be clearly visible on your website page for opting-into your
email program. The link should also appear on your emails too
- for those people who received a forwarded email from a
friend.
Another reason is that people just don't remember signing up for
the emails. Sending a confirmation email when people opt-in
with information about the communications can help. Analyzing
the email metrics and incorporating tactics to target people not
responding can help get people to engage with you.
Keep your customers in your email marketing
program by addressing these top reasons causing people to
unsubsribe. Implemeting an email marketing program requires
planning for the website and the program itself, and
crafting each email requires analysis and consideration about the
relevance of the message to each person.