Hey Reader-
In an effort to do more in-person networking, last year I signed for newsletters at about 8 different business groups in the greater Boston area.
And in a matter of days I was knocked down by a giant wave of emails that flooded my inbox. 🌊
One or two of the groups sent about an email a week. Totally reasonable.
But most sent multiple emails a week without any indication ahead of time they would send this many.
(The worst offender: six emails Monday through Friday. One email. Every. Single. Weekday. Except for Tuesdays, when they sent two. 🤦🏻♀️)
Some emails were relevant to me - like the luncheons for women in business or networking coffee hours.
But there was a ton of content that was completely irrelevant and was repeated word-for-word in multiple emails.
The tidal wave of information hitting my inbox - most of which I deleted without even opening - felt both annoying and impersonal.
And if I was feeling this way as someone who has a fair amount of patience for email marketing, I can only imagine how others on their email list were feeling.
It was such a missed opportunity for them….
….to connect with and to get to know their email subscribers
….to write personalized content based on how they identify & what they want to get out of joining these business groups
….to send targeted emails based on whether they’re a member already or not
Doing any of the following to build connection could've made a difference:
🍄 Asking for my consent to receive daily emails (or opting instead to a weekly digest)
🍄 Giving me an option to choose what topics I wanted to hear about
🍄 Inviting me to engage by asking me a question about why I signed up for their email list or what I'd hope to get out of joining the group
🍄 Giving any indication that they got I wasn’t yet a customer
Instead, I just unsubscribed from every single one of these business groups' newsletters and they lost a potential customer.
Take it one step at a time,
Bev
P.S. I imagine part of the reason why you’re here opening (and maybe responding to and/or clicking on these emails) is because you feel some sort of connection with me, Reader.
Part of how I do that is through having a pretty solid (and ever evolving) Subscriber Strategy that allows me to send targeted & personalized emails, instead of treating you like every other subscriber on my email list.
(And if my engagement metrics are any indication, then I’m doing something right! 😉)
That’s why I’m inviting you to join me next Tuesday for the live round of the Subscriber Strategy Training.
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