As long as email marketing exists, there is never a reason for you not to deliver to your list(s). Here are a few practices you can do to ignore that negative voice in the back of your head.
“I don’t want to exhaust my list.”
You won’t. As long as you are tracking user behavior and sending the right message, your email will be relevant and welcomed.
What to do: Target users based on activity and engagement. If you’re working on a topic or product that you know is specific to certain users, limit your send to the users who are most engaged. For example, if you use Mailchimp, send your next email to only those who opened the last five emails or those who clicked on the emails related to that particular topic or product. If you think your users have seen enough promotional emails, send them a positive piece of content or content from your blog. People don’t want to be sold to constantly, but most of the time they are interested in learning and being noticed.
Still nervous? Keep an eye on your unsubscribe rate. As a rule of thumb, you are doing a good job if you are under a 1% unsubscribe rate. If you’re over, switch up your strategy or take a deeper look at your list – it could be dated.
“I don’t want to bug users on my site.” (email captures)
No one does. Most companies are nervous about disrupting their user’s experience or turning them off by confronting them with a popup. While that may be true in some cases, in the world of email marketing, it is the best way to grow your list.
What to do: Be strategic. Don’t distract the user from their experience, be a part of it. Create opportunities to capture emails by implementing exit intents. Exit intents are displayed once a user is done exploring the site or creating an isolated and directive page that only features the signup form. Once you’ve drawn out how a user navigates your site, you can start to think about when they would be most inclined to engage.
Still nervous? Offer an incentive! It doesn’t have to be monetary. If you’re a business that can provide thoughtful incentive, then users will sign up for your newsletter to gain your expertise. Just make sure you keep providing it.
“I don’t want to ask too many questions.”
How else will you get answers? Asking questions will help you gain insight into what your users want and ultimately help your business grow and evolve in a way that enhances user experience. When users of your product/service feel heard, they feel like they’re part of the brand and are more likely to stay loyal to see the change.
What to do: Survey with purpose. Don’t just ask, offer. Offer an incentive—your users are taking the time to help your business. Don’t they deserve something in return? Make it as easy as possible and avoid too many questions and stick to the point.
“I don’t want to get drowned out by bigger companies.”
Don’t worry about this so much. More and more we see less brand loyalty and more discovery. If someone has come to your site and signed up for your email, you have just as good of a chance to sell them as bigger brands do—as long as you’re thinking smarter.
What to do: Take advantage of little wins. Don’t only focus on big holidays or coloring inside the lines. With some strategic thinking and creative moves, you can pull your weight with the big dogs. Create your own editorial calendar and fill it with wacky holidays and smaller more focused groups of users. All you need to do is get that first sale, and it will be exponentially easier to get the next. With a little personalization and tact, you’ll get that following.
Now say this, “I want to run a successful email marketing campaign.” Every time you say to yourself, “I don’t want to because of…” ask yourself, “why?” As an email marketer, you can pretty much do anything with the right attitude. Use your smarts, use your creativity and use your fingers to keep it going. The email marketing train doesn’t stop. Cheers!