I am very, very picky about whose freebie I choose to download; more to the point, whose list I subscribe to. And I never, EVER signup for the “done for you” or any other type of mass give-away event anymore.
Why you ask? Because every time I do, as soon as my email address hits their system, the bombardment of emails start appearing in my inbox. One after another … day after day. Sometimes I’ve even received 2-3 per DAY! Yikes! Yes, per day. I apologize if this sounds like a rant. But then, it kind of is 😉
Remember the 80/20 rule. Don’t bombard subscribers with emails asking them to buy. The number of value-added emails should always be far greater than those asking for the sale.
I expect this from companies like HubSpot, but they really do offer a lot of value-added information and downloads, so I stay on their list. However I shouldn’t have to expect this from every list I subscribe to. If you’re doing this, then stop! Please, please stop! You might think you’re going to persuade your subscribers to buy your product, buy your service, or attend your event if you send them email after email, but you are NOT! What you WILL do is drive them away. You’ll make them want to unsubscribe and get as far away from you as possible. I know this because I’ve heard the same thing from so many other business owners.
I mentioned “done for you” and other types of give-aways and how I won’t subscribe to them anymore. I won’t because there are typically 10-15 or more business owners participating in the give-away. Some of them often offer pretty good downloads or services, but for each download or service, you have to sign up for that business owner’s list. So, you sign up for the give-away and that puts you on one list – the list of the business owner hosting the event. Then, each time you accept an offer, you are added to the list of the business owner giving away that product or service – so you’re added to one more list. Multiply this by 10 or 15 or more lists, and you’ve got email after email after email hitting your inbox day after day after day. Get my point?
I understand the point of participating in these give-aways is to get people to opt in to your list. We all want people to opt-in to our lists. But you want to keep them on your list and not drive them away by hammering them with emails. I don’t even mind getting an email every day from someone – as long as it provides value and isn’t a constant “buy my stuff, buy my stuff, buy my stuff.” CoSchedule is a great example of providing value-added info – mixed in with sales and promotion. So is Marc Mawhinney of Natural Born Coaches. I actually look forward to seeing “CoSchedule” and “Marc Mawhinney” pop up in my email every day.
I don’t mind subscribing to lists like the ones I mentioned above. They provide a lot of value-added information to their subscribers in addition to promoting their products and services. And you know what? I’m a lot more likely to not only stay on their lists, but also a lot more likely to purchase their products and services. It’s as simple as that.Remember the 80/20 rule when marketing. 80% value-added information to 20% sales and promotion.Click To Tweet
When someone signs up for my weekly tips ezine, they get the usual confirmation email sent out by all services. Then they get an email thanking them for joining us, and letting them know my tips ezine will land in their inbox every Friday. I then tell them “Over the course of the next 44 days we’ll be sending you a series of emails … one a week, with more tips and great information to help you grow and nurture a successful business!” I may also send them an additional email from time to time if I have information to share with them, but do NOT bombard them with a gazillion emails once they are on my list. Maybe that’s why I have such a low unsubscribe rate?
So my marketing tip for you is … if you want people to WANT to remain on your mailing list to hear what you have to say and to learn about your company and your products and services, give them a break. Follow the 80/20 rule of providing 80% value-added information mixed in with 20% sales and promotion.
And please don’t bombard our inboxes. Rather than being endeared by your name appearing in our inboxes hour after hour, day after day, we cringe and wonder why in the heck we signed up for your list.
Also published on Medium.
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