Newsletters: The fine line between information and spam
You will have had your own experiences with newsletters and ‘information campaigns.’ You left your Email-address, signed up for this free trial and now you are being bombarded with blanket mails, you don’t want to have.
Of course, you can always cancel a subscription, but even the 30 seconds it takes to do so might aggravate you – especially when you didn’t sign up deliberately. Maybe you didn’t uncheck the “Please-send-me-your-newsletter-box” when you bought the plane ticket; maybe some untrustworthy company bought your contact information, God knows where.
Information is only perceived as such by those who want it
Therefore, if you want to avoid angry cancellation Emails or even shit storms on your social media accounts, it is crucial to be transparent. Your client needs to deliberately sign up for your newsletter and be able to cancel it at any time. Every information mail you send needs to contain a hyperlink to unsubscribe the user from your mailing list.
Only sending Emails and Newsletter to those, who voluntarily and knowingly expressed interest in it will make sure that the customer does not feel cornered.
Also: Even if the Email you send is perfect, it might be perceived as spam. The reason? You might be sending out too many!
Oftentimes, companies exaggerate their Email-Marketing responsibilities. Think about yourself: You don’t want to be bothered every day. Even if you are highly interested in the product, you have other things on your mind. This disregard of privacy will most probably turn into a negative brand experience and do the opposite of what was intended: The customer is being driven away from a product that he actually likes.
The perfect frequency depends on the industry you’re operating in and a number of other external factors. Get in touch with our specialists. We can help.