How to keep the email relationship alive and well

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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]
Permalink | June 27, 2007 | 0 comment(s) - add yours!
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