Direct mail marketing. Everyone loves that giddy feeling you get when you open a piece of snail mail. It’s just so darn rare today with the significant reduction in costs and effort to send a mass number of emails on a daily basis; emails have taken over. So with emails becoming the new ‘direct-mail’ what gets you to subscribe to a company’s emailing list? It may be for an online purchase, to receive discounts, to keep up to date with a company’s happenings, or any number of other things. I have to ask, just how effective are these emails as promotional tools for a company?
I know personally, that I get driven up the wall when it comes to the number of emails I get on a weekly, daily, or even hourly bloody basis. I barely even read them anymore. I have actually gone off on a bit of a rant and decided to unsubscribe from a large number of the major culprits filling up my inbox with crap.
The second thing that has begun to annoy me with emails is that it’s the same information, over and over AND OVER! (Yes Bra’s n Things, I got your first 50 emails! I know you’re having a sale!). One of the biggest things to keep me hooked on email subscriptions is the hope that I’m going to get new and exciting news. Once a company sends me about 5 emails consecutively about the same topic, they break the trust and ultimately lose our friendship.
I don’t know about anyone else, but I LOVE junk-mail. I sit there, and order each catalogue from least interesting, to most interesting so I finish on a high. The beautiful thing about junk-mail is I only get one a week from each company. I sit down with my junk-mail in one hand, tea in the other and delve into the blissful world of things I wish I could afford. What’s more, is I get a variety of products to look at and compare, I don’t have just a single email, containing the words ‘sale’ or a single new product that I honestly don’t care about.
Emails are supposed to be quick, to the point and easy to read so perhaps they should offer weekly emails (maybe even less frequently to keep consumers hungry) with the top news in the actual email and an online catalogue link attached for those who want to spend the time in the rest of their products and promotions. This could be an easy medium between being an affordable and easy option to reach a large audience, but provide them with interesting information they actually care about. And most importantly is infrequent and makes consumers more likely to look forward to receiving it.
So why do you sign up for an emailing list? Or more importantly what keeps you hooked to email subscriptions and/or what makes you unsubscribe? Is there anything you think company’s can do to improve their email messages or is the information in this mode of communication today just simply not effective anymore? Leave your comments below!