I’ve been doing a lot of reading. Some of that reading in this day and age includes emails. I’ve been noticing a disturbing trend among marketers in the way they address their email subscribers.
Simply put, email subscribers are getting no respect.
Email subscribers are not being addressed with respect. In an email a certain organization sends out, they are being addressed as “non-members”. Another company addresses subscribers as “Dear, Paywall.” (I wish I was making this stuff up.)
What effects do these types of email marketing methods cause?
- They may feel like they are second-class citizens.
- They may also feel alienated because they feel that they are not as important as your paid and/or member subscribers.
- They feel frustrated an appalled when they receive an email from the above examples.
Then they unsubscribe. Worse, they may spread the word (ahem) and they tell their friends and colleagues.
So the next time you write an email to your email subscribers, think about how you would like to be addressed regardless if they pay you or not. Either address them with respect, or you won’t have anyone to send an email to at all.
I can point to many examples of companies addressing their subscribers with respect, but we’ll save that for another post.