And let me ask you this. Do their boring, irrelevant, highly sales oriented emails add positively to your thinking about their brand? (No, right?)
There is a marketing term called "top of mind" that leads many marketers to think that if they don't send emails often enough, their customers will forget about them and they will no longer be "top of mind." This thinking is completely backwards. Top of Mind is established by engagement. By creating a valuable two way conversation with your customers where they feel you listen to them. Where they don't simply feel like Just Another Customer.
Yet Another Boring Email
Every email you send you should be concerned about sending Yet Another Boring Email (yabe). Because if you do, you will be training your customers to stop reading your emails. You will be training them to ignore you. And this is a very costly mistake as it will take much more time and money to win back their attention than it was in the first place to convince them to sign up.
People (your customers) are much like Pavlov's dogs. We do learn and we respond to conditioning. Send me 3 emails in a row that are not relevant to me and I might stop reading every one. I might open a few more in the future, but if those are not relevant you've probably lost me as a subscriber - and this causes list fatigue.
And if you are like me, you rarely go back to reading an email newsletter once you stop reading it.
Synopsis:
- Beware of conditioning them to ignore/not open your emails
- Condition them to open the email (with value)
Over time, they will learn based on the value you provide that your emails are worth their time. Otherwise, they will learn that your emails are NOT worth their time.
Your choice.
