Won't You Please Read My E-mail?

When I send out a press release, holiday card or other message to my contacts I often get a new un-subscriber. Marketing gurus tell us we have to have frequent touch points with our contacts and though I have less than most, it still triggers rejection. Now hold on, when I say rejection I mean they reject my contact. There was a time when I took it personally but I have gotten over it (well, I sure am trying at least).

E-mail marketing is one of the powerful tools that I can use to gain exposure and to build credibility. It is very important to me that you not only want to receive my mailings but that you open them, read them and share them. When I see people un-subscribing, or for that matter failing to open the e-mail that I send, I question both myself and the marketing tool that I am using.  

While my experiences may not be much different from that of others, I am curious how things are going for you and what steps, if any, have you taken to improve the effectiveness of your e-mail campaigns. By the way my open rate averages in the low 20th percentile.

8 responses on “Won't You Please Read My E-mail?

  1. That's one of the most appealing things about having a blog- it seems less obtrusive then sending an email. Yet I hear about how important a list is – and I don't make use of mine! 😀

  2. Ed Drozda says:

    Katana you make a good point- a blog is less obtrusive. But tell me more about your own relationship with your "list."

  3. All my contacts are people that I have spoken or done business before…My open rate is between 48-52 %.
    The feedbacks I get from my emails are that : "they are fun, casual and ease to read…"
    Best,
    Roger

  4. Ed Drozda says:

    Roger, your mailings ARE easy to read and fun; are you available for a consult? Honestly with an open rate like you have it seems I have some serious work to do.
    And listen folks while we're on the subject of Roger- if you need custom window treatments delivered and designed with panache, Roger is THE MAN!

  5. As for me, Ed, and perhaps I'm another "Odd Duck," I love "unsubscribes." They tell me that my words have hit a chord, pushed someone past their comfort zone. Yes, it does mean I do lose a connection. But it also reinforces the idea that for every one who unsubscribes, there are 10, 20, or more for whom this is "just what I needed today." THEY are my audience; I cherish and honor their readership, and am grateful for their presence in my life …. even if I have never met them. As you have artfully pointed out, we can't be "for everyone." In my mind, if we try to be, we have little to say. Just another take on things. Thank you!

  6. Ed Drozda says:

    Brad, my old friend, I so appreciate your take on this; sure enough, the folks that unsubscribe are not really the "right" audience for me in the first place. Thanks for helping me to see a powerful and positive angle that I was not aware of.

  7. Tim Hayes says:

    Ed,
    Concentrating all your marketing communications into e-mail isn't bad, but it allows you to ignore other methods of communication.
    The blog idea is excellent and allows a reader to choose. E-mail has the appeal of low/no cost and its value is perceived the same way, that's why the delete and unsubscribe button rule.
    Attrition will happen, but those who stay on do so because the message has value to them. Make sure you change the medium from time to time.

  8. Ed Drozda says:

    All good points Tim and well taken.

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