Consumers may like emails from brands, but they are quick to dump those that are not serving their needs.
Worldwide, 25% of email recipients unsubscribe at least once a week. This is particularly harmful to small businesses, judging by Capterra’s recent 2024 Advertising Preferences survey.
“Potentially losing one in four subscribers every week is a sobering thought for any business, but especially SMBs,” the study states. “Hopefully no business has anything close to this level of attrition, but the implications of the trend are clear: customers can stop receiving emails just as easily as they can start, and they don’t need much of an incentive to do so.”
Here’s another risk factor: 34% of consumers say they would report a brand that uses a misleading subject line. In addition, a firm can also drive shoppers away by promising things that never materialize, and by not respecting their privacy choices.
And at the sign-up stage, many brands fail to communicate the value of their email content.
According to Gartner research, 58% of brands explicitly describe the benefits of subscribing, but only 24% provide promotional incentives.
What can SMBs do to avoid these pitfalls?
For one thing, they should define and track key metrics like open rates, click-throughs, and sales,” the study says. “By understanding what success looks like, SMBs will have a clearer picture of how and what they want to communicate to customers, and improvements they should make to future campaigns,” the study argues.
In addition, they should adhere to ethical practices, avoiding sensational headlines and other clickbait tactics.
When soliciting subscribers, SMBs can offer discounts, exclusive offers or information and incentivize recipients to sign up a friend or acquaintance.
“In the world of email marketing, more is not necessarily better,” says David Jani, analyst at Capterra. “Amid the overwhelming volume of content online and tighter regulations for deceptive advertising, it’s critical for SMBs to take a fresh look at their email marketing strategy to ensure their value proposition is front and center.”
source: mediapost.com
Are you a small business owner thinking about hiring an ad agency? Consider applying for a free marketing review with Bob Abbate. No cost… no obligation!
Schedule Your Free Marketing Review