Opened up my email account this morning – 104 new/unread emails. Great.
I usually check this account every morning and cull, but this time I’ve left it 4 days. Rookie mistake.
I flick through, aimlessly deleting those I already know serve me no purpose/ value
I only keep 8:
- The Australian – summary of the top news stories of the day (handy)
- Refinery 29 – a blog that ranges from fashion to health, and everything in between (they’re definitely targeting a female audience)
- My dad… though I’ve deleted the ones he forwards from the AMI (I am already a member, yet he still sends them through. Bless)
- Witchery and Myer both have emails about sales promotions for me
- Tony Bianco – telling me about their latest shoe designs
- And finally, one about home wares; I can finally semi-justify my interest, considering I’m aiming to move out of home in the next 6 months
The rest are gone. No regrets. No sifting through my deleted emails, wondering what I’m missing out on.
Most of the clutter is from deal websites and e-tailers that I rarely shop from. They’re just not as relevant to me. Yet I continue to be bombarded with communication, despite not having shopped there in months.
It’s like an annoying kid that keeps asking you “why?” – eventually you yell “just BECAUSE!”, and you’re done with entertaining their attention seeking behaviour.
E-tailers, enough. If you’re emailing me through the email for my membership details, then surely you’re able to track the last time I came online. The beauty of the internet and the age of information that we live in is that you can get to a very personal level with direct marketing.
So, if I’m not visiting you, stop attacking my inbox with irrelevance. Maybe cut it down to 1/3 of the traffic, or keep it interesting. Emails don’t just have to be about making the sale. My favourite regular emails are from Refinery 29 – a magazine-style online blog.
All I’m saying is,
Etailers – get smarter about your email marketing – don’t just send the same emails to whoever is signed up to your page.
Be more strategic than that.
And look, if you feel the need to throw in a small discount to encourage a sale, all the better 😉
Personally, I’m looking forward to seeing a more ‘on demand’ style of direct marketing coming through; like the ability to subscribe to different types of emails from one e-tailer.
Let me know in the comments –
- What are some of your ideas for making email marketing more effective/ engaging?
- Do you guys experience the same frustration with e-tailer/ brand email marketing clutter? What are your tips to manage email traffic?
Until next time,