I just unsubscribed from another email list. In fact, I’ve unsubscribed from quite a few lately. They are all 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 confirmed my email address, the onslaught of “buy my stuff” email began.
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 was all sales with no 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.
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.Don't flood subscribers with sales emails. Make it a mix of sales and quality information.Click To Tweet
I’m 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 continue to be surprised each time an email hits my inbox. I’ve purposely stayed on his list to see if he would ever send anything of value, and sadly … after almost two years, he has not. Every email is either to offer another program, follow ups telling me I’m 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 you to click through. What I find the saddest about this tactic, is that with each new sales email my respect for him drops 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.
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!
Also published on Medium.