If you use the Internet to market your business… email is probably one of the channels you’re using. If not, well, you’re missing out I guess.
But, email isn’t the big shiny object it once was… now there is a new problem to contend with in the email marketing arena.
I call it The Clog.
If you’ve been reading my blog for any length of time I’ve actually written about pieces of The Clog in several posts under the title of “what email marketers SHOULDN’T be doing.”
So, the short version is, The Clog is a combination of stupid and lazy marketing tactics used by amateur marketers to get their messages opened, read or links clicked.
Here are a few of many examples:
- Using deceptive subject lines like “Payment Notification” or even worse, re-using a payment subject line to get an email opened. Not limited to payment subject lines, this practice also includes any subject line that does not tell the full 100% truth about what’s being read inside the email.
- Hammering the people on their email list (who at one point trusted them) with 3, 5, even 11 messages in a day (yes, I’ve actually received 11 messages from one email marketer in one 24 hour period in a test account I use to “spy” on them… all promo).
- Offering limited usable content… and mostly “promotional.” Yes, it’s called email marketing, so promotion is expected, but when you’re sending one paragraph of useful information and 10 – 15 messages of promo… people don’t appreciate that.
- Hiding the unsubscribe link or not having one. This is a BIG no-no folks. I’ve seen messages where the unsubscribe link is placed 30 forced returns down in the message in an attempt to “hide” it. I’ve also received emails that do not contain an easy way for someone to quit receiving messages.
- And on, and on, there is a LONG list of these blunders on my blog here, check out the Archives for more.
These items and others contribute to what I call The Clog… named that because these messages are useless and clog up someone’s inbox. It’s almost like the email marketer at fault doesn’t consider the fact there is a PERSON on the other end, who is using up their time to filter through this garbage.
Why contribute to the problem? Instead, nurture the relationship you have with the community of people who have trusted you to deliver useful information, and who will buy your products and services when the time is right for them (so long as your product is the one in the front of their mind — something that WON’T happen once you violate their trust).
Think about this today, but more importantly let’s clean up the Internet from The Clog.