A report from BtoB found that email marketing campaigns are increasingly important for businesses’ integrated new media marketing plans. However, 28 percent of marketers are still sending messages to users who have unsubscribed or never enrolled in the first place.
This is a perplexing habit, as 48 percent of those using email marketing are concerned about alienating prospects with their campaigns. Many of these companies are focused on creating compelling content to ensure relevance. However, adhering to users’ requests to stop receiving some campaigns is vital to deliverability. Companies should consider that bad email blast practices put them at risk of punishment, which would prevent those who do want to their email content from receiving the messages.
As Brafton has previously reported that 63 percent of brands cite email marketing as a top priority (with the majority citing its cost effectiveness in lead generation), it’s encouraging that some companies adopting methods to ensure they avoid excessive messages. According to BtoB, 10 percent of businesses allow users to manage their own preferences, so they can receive some messages and not others. Providing prospects more control over the content they see will improve their perception of the business.
Even among subscribers who want to see frequent email marketing campaigns grow tired of the messages when they aren’t relevant. Brafton recently reported that prospects are more likely to share content and click it when it contains original, high-quality content.