DoubleClick's recent survey indicated that over 88% of online consumers have made a purchase as a result of receiving permission-based email.
The most common forms of permission-based emails are ezines or email newsletters. Currently there are hundreds of thousands of ezines available on internet.
Ezines are excellent tools for generating new and follow-up sales, driving more pageviews, building customer loyalty, and improving sales credibility and brand awareness.
Even though ezines are vital to success of every online business, there are some marketers who unknowingly kill their ezines with not-so-wise marketing methods. I have highlighted some of killer mistakes below.
Killer #1 .. Who needs permission? Just mail 'em!
A recent study of permission email recipients by IMT Strategies revealed following:
48% were curious to read permission email 13% were eager to read 30% were indifferent 7% open it somewhat annoyed 2% deleted it without reading
When it came to unsolicited email or spam:
77% deleted it without reading 16% said they were annoyed but opened it 3% were indifferent to it 4% were curious to read spam email 1% percent were eager to read it
In above results, we can see that 9 in 10 recipients of permission email were fine with reading messages, with a near half curious to read!
But for spam, 9 in 10 didn't even read email or were seriously unhappy about opening it.
We can clearly see a remarkable difference in response to permission-based emails and unsolicited emails. Always ask for permission!
Only add subscribers who have consciously chosen to receive your ezine. You'll reap rewards of having a highly targeted and loyal audience that are interested in reading what you send them.
There have been many times when I received issues of ezines that I don't ever recalled subscribing to. These ezine owners had taken their own 'initiative' to add me their list. Such spamming antics only seriously piss me off!
Never try to buy a list of email addresses and then send them your ezine issue telling them to remove themselves if they don't wish to get further mailings. That's spamming.
Killer #2 .. Don't let 'em unsubscribe
Since it is so difficult to acquire new subscribers, let's prevent them from un-subscribing at all costs. Heck .. just don't provide them with an unsubscribe option in newsletter. Then they won't unsubscribe!
Nothing pisses me off more than newsletters that I cannot unsubscribe from. There are no unsubscribe instruction nor any email address to send an unsubscribe request to.
Such practices are totally unethical and unprofessional. If your subscribers can't even trust you over something so minor, how would they feel secure doing business with you?
They may even complain you for spamming and tell people about your unethical conduct. Bad news spread very fast on internet.