Letters close up

Death by Newsletter

The end is nigh. We are all going to drown in the digital sea of emailed offers.

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It’ll happen on a Friday before a long weekend. Battered by Thursday’s 20% off on suits, pizzas, luxury hotels, kitchenware, boxer shorts and summer dresses, Friday will tip us over the edge. The tsunami of discounts will suddenly cause a negative money vortex and we’ll get sucked through the resulting black hole in some Amazon server warehouse in Utah. Or Cardiff.

In 2013 868 billion marketing emails were sent in the United States alone. And that number is growing at a ferocious rate. Why? Because, according to McKinsey, it works. We nearly all have email and through sheer volume some of us are clicking:

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“Bank Holiday Mega Deals” – mmmmmm

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“The long weekend starts here” – oooooohhhhhhhhhhImage

“20% off all suits” – woohoo

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“BIGGEST EVER JOULES WELLIES SALE – EXTRA 30% OFF ALL STYLES!” – oh yes, oh yesImage

Meanwhile the cost to send each one of these emails is so low that it makes short term sense to keep on with the spray and pray approach. Newsletters are the door-to-door salespeople of the 21st century. They know very little about you but are playing the numbers game.

So what can save us from disaster? How can Bruce Willis alert us to the danger as we sit oblivious in our floppy hat, suit and wellies admiring our new dishwasher? Well it’s quite simple really.

Build a relationship with your customer.

And here are our three guidelines for how to improve your customer relationships through email:

  • Send your emails from the client’s point of contact. Give the point of contact some control over what gets sent to each client based on their experience. EmailBee can help with this by placing content in emails you are already sending to customers (and the customers are opening).
  • Invest some time up front on segmenting the recipients and then send them different newsletters based on what segment they are in.
  • Avoid the “one generic newsletter to all customers” approach. This comes across as time-wasting and suggests a poor quality relationship. It is also likely to result in a lot of “unsubscribes”.
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