How to keep the email relationship alive and well

Latest posts | Feed | By Mark Brownlow on June 27, 2007

email meA press release from Ipsos Reid on Canadians' attitudes and habits with regard to spam and legitimate email reached me today (via Kelly).

Their survey suggests -- like many before -- that people are still happy to sign up for email, despite the ongoing spam deluge.

What caught my eye more was this though...

"Four-in-five Canadian internet users who have registered at a website to receive e-mail have also deregistered"

Reasons given are...

"a loss of interest (43%); the inability to deal with e-mail volume or no time to read the emails (25%); and, too much junk mail or irrelevant information (22%)"

All of these reasons stem from the same basic problem: poor content value.

The trouble with email relationships is that you need to keep working at them. You have to keep the subscriber engaged over the long-term if you want to do anything more than grab a quick sale.

How do you do that?

Well, there's this approach. But for those with less reading time, here are two new articles that have some ideas.

Mark Edwards has a few newsletter strategies and ideas that can help ensure relevancy and longevity.

And Karen Gedney reminds us of just why newsletters are a good thing, especially for businesses selling products or services with a long sales cycle. And she has several ideas on the kind of content that keeps reader interest high.

More on newsletters | Tags: , ,

[This post brought to you by Campaigner Email Marketing]
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