“I unsubscribed because they sent me too much email.” It’s the #1 reason people unsubscribe from a list. But how much is “too much?” That’s the million dollar question…
First a quick sideline: Dede Watson’s (Forbes’ Top 50 Social Media Power Influencer) hosts a Twitter Chat called #TurnItSocial on Thursday nights at 8:00 EST.
The other day she tweeted that Scott Wagner, GoDaddy’s CEO personally called her to apologize for the Website blackouts last week. I was amazed at the level of personal communication and tweeted so. Within a few hours and some tweets back and forth, I ended up becoming a guest on her Twitter Chat on Thursday, Sept. 21. It was a whirlwind!
In my research, one question I was certain would come up is this one: How much is “too much” email? At what point do you get labeled a SPAM-mer?
Two of my favorite email “gurus” are proponents of frequent emails.
Here are TWO ways you too can get by with it.
Dela Quist is CEO of an email service provider, Alchemy Worx. Besides his fabulous name, he exudes style. If there was a “Most Interesting Man In The World Of Email Marketing,” Dela Quist would be near the top. When he utters something about email, people report it and write articles about it.
In a recent interview on the subject of email frequency with Loren McDonald, Quist said this:
The challenge is not “How do I send less?” It’s “How do I get my list to tolerate more?” Because the more emails you can get them to want to receive, the more money you’ll make.
This philosophy serves both the large company and the small business alike. When marketers worry about email frequency, what are they really afraid of?
Irritating someone who wants what you offer to the point that they unsubscribe? That’s pretty unlikely! The only people you’re going to cause to unsubscribe are those who either don’t understand your value — your fault for not projecting it — or don’t like what they see.
Email is as much a branding tool as a sales tool. Your job is to not only clearly show how your business solves a problem, but also to flavor it with a consistent “voice;” one they like.
For the small businessperson, the only reason I can see for NOT sending MORE email is pretty much universally stated as “lack of time and resources.”
My take-away from Dela? Just stay consistent.
Don’t send a few emails one week and then NO emails for the next month. And if people unsubscribe, don’t take it personally or misconstrue their exit as a response to “too-frequent” assaults on their inboxes.
Another example of someone who advocates a ton of email sends: Ben Settle.
I receive Ben Settle’s emails daily. DAILY. (Yes you heard that right.) His style is to write provocative, punchy emails using short one-sentence paragraphs. He’s picks some pretty hilarious and pointed battles. Subjects like ‘using cuss words in email’ and ‘using email to help the local animal shelter.’ Through these essays, Ben often reveals his (highly engaged) audience’s varied opinions of his frequent emails.
Ben puts out regular, informative content, writes well, convinces you through concise examples and testimonials that his newsletter subscription packs a punch and gets your small business actual results. He is a one-man show inspiring others to use email marketing to push quote-worthy, persuasive content and generate sales.
It’s like a little boxing match in my inbox — highly entertaining, action-packed and a persuasive CTA at the closing bell. Every time. Good stuff.
My take-away from Ben? Be yourself.
Just grab whatever it is God gave you. Grab it by the horns and serve it up the way you know best. If that means some people are going to love you and some are going to hate you (but remain on your list – wink) then so be it.
By the way, you can glean a lot from his emails and free report alone so it’s worth signing up. Don’t say I didn’t warn you if you decide to pony up some money for his newsletter within a few days or weeks. And no, I’m not an affiliate or anything like that. I make no money; just like him and thought I’d share.
Which rockstars do you follow in your wonky world of “Whatever Niche You’re In?” and do you ever get sick of their emails? Irritated enough to tell them about it?
Don’t keep it to yourself; tell me about it on Facebook. Let’s talk!