Email – the great marketing tool! Build your brand using digital marketing!
Mantras that have been around now for a few years however there is one sure fire way to harm your brand’s reputation – ignore the unsubscribers.
I recently realised that my inbox was getting to overload and it needed a serious pruning in my previously subscribed (or maybe not but we will discuss that later) email nirvana. So i went through a pretty tedious exercise of unsubscribing from those communications that were irrelevant to me now.
However, it seems that just following the link is not enough you then have to give a reason and in some cases your email address. Why? Then to rub salt in the wounds you find yourself still receiving the emails you asked to be stopped. A particular case for myself was a renowned Marketing email alert (I won’t embarrass them by naming them directly) who after 4 attempts to unsubscribe are still sending me their daily digest email that i immediately delete!
So this experience got me thinking on how other marketing communications could harm a brand’s identity and what you can do to limit any damage?
For a start always running your data against MPS (Mailing Preference Service) or TPS (Telephone Preference Service) depending on the chosen communication route – don’t forget this is obligatory for “cold data”. Running your data against other suppression files such as NCOA (National Change of Address) and most importantly Mortascreen will help ensure your data is as clean and up to date as possible.
Ensure what is being communicated is relevant, timely and engaging – nothing will turn off clients and prospects than poorly executed campaigns – remember to evoke an emotional response and the benefits will follow.
And finally talk to your customers and prospects how they have indicated they would like to be. Don’t email someone when they have asked to receive updates by mail for example.
In short, respect people’s wishes, including unsubscribing from emails, and your brand will be stronger as a result.