I just unsubscribed from another email list. Sadly, it seems as if it’s something I have to do on a regular basis. They are almost always lists that offered what I considered to be quality content in their opt-in freebie, and worth handing over my email address. However, as soon as I confirm my email address, the onslaught of “buy my stuff” email begins.
It’s not that I was naive in thinking I wouldn’t be sold to. Not at all. I filled out the opt-in form and hit submit with my eyes wide open; fully expecting there would be a sales pitch somewhere. Maybe even in the first email once the confirmation process was complete.
I just didn’t expect (or want) sales pitch after sales pitch after sales pitch, day after day. And to add insult to injury – it seems to be all sales without ever including quality content. Nothing of value to entice me to continue opening their email messages. It’s one of the main reasons why I no longer join in on the “give-away” events – no matter how enticing they look. While there may be one or two participating who actually provide value and benefit, it’s almost always a sales-fest. I’m even starting to get wary of registering for an event that has multiple speakers. The past two times I have … I ended up being flooded with emails from the various speakers.
To make a long story short, don’t flood subscribers with email asking them to buy. Make it a mix of sales and quality information.
Where is the schmoozing? Where is the quality content that proves you know your stuff? The content that MAKES me want to read your email and eventually – buy your stuff? Whatever happened to courting your subscribers before asking them to jump into bed with you? I’d like to say it’s the newer marketers who don’t know any better doing this, but it’s not. Sadly, it’s often someone who has been around for ages.
I’m was once (keyword being “once”) on the list of a very well known digital media person. I knew him well, so I didn’t hesitate to subscribe to his list. Wow, was I surprised … and continued to be surprised each time an email hit my inbox. I purposely stayed on his list to see if he would ever send anything of value, and sadly … after almost two years, he never did. Every email was either to offer another program, a follow up telling me I was running out of time and I’d better get in now, or one of those slippery … “oops, I made a mistake” emails trying to get me to click through. What I found the saddest about this tactic, is that with each new sales email my respect for him dropped just a little bit more.
So my marketing tip to you is … don’t flood your subscribers with email always asking them to buy. Instead, romance them a bit and schmooze them with your brilliance and expertise by always interspersing your email messages with a mix of sales and quality information.Don't flood subscribers with sales emails. Make it a mix of sales and quality information.
Selling to those on your list is good … and expected. Just don’t be one of those sleazy vacuum salesmen who put their foot in your front door and won’t leave until you say yes!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!