Do your marketing emails end up in the trash?

Let’s face it. Nobody likes to be dissed. Whether you’re reaching out to your subscriber base without results or you’re seeing a gradual decline in the numbers of your subscribed readers, you’re probably getting a little jaded about the whole email process. Why are people opting out of your email subscriptions?

Here’s a look at what’s going on in the inbox, spam box, and trash bin of your not so loyal readership.

1. You Write Boring Headlines– Here we go. This is a big one. People just don’t have the time to open emails that don’t pique their curiosity. Everyone knows you can’t lose thirty pounds in a month, and the odds of becoming a millionaire overnight aren’t very high either. So, unless your email actually sparks some interest and is RELEVANT to the subscriber, you end up in the trash.
2. Content is King, and You are a Jester– Next stop is content. You’ve likely heard that content is king, blah blah blah. Problem is not everyone understands that and doesn’t see the value in quality writing. This does not mean you have to pen a novel or have a journalism degree. It simply means you have to write something different and engaging every time you write. Otherwise you are not a King. You are a Jester who is trying to entertain an audience who is ready to throw tomatoes. Back to the trash.
3. Relevance- Would you read emails about buying a new home if you had no intention of moving? Of course not. On the other hand, you might read emails about how to decorate, winterize, create a holiday light display or plan a seasonal garden. If your audience is homeowners, your emails should not always be about home ownership or buying homes. Think outside of the box and realize that everybody dwells SOMEWHERE. Your blogs and emails should embrace common topics that pull people back to your site so they can read articles of interest. Eventually when your reader is ready to take action, they’ll likely see you as a trusted authority.
4. They Are Too Long- Here’s another common email problem. Your blasts might be too long or include numerous calls to action that end up confusing your reader. Instead of covering multiple topics, choose one headline and make sure your content reflects what the inbox message states.

If people are opting out of your email service, it’s time to rethink your content and your goals. Email marketing is not dead. Readers are constantly checking their inbox. Make sure the mail you send is relevant, engaging and catches the eye of the subscriber. In other words, don’t make your readers grouchy. Make the click.