It just occurred to me as I sent out my last business Newsletter recently to a highly focused MailChimp list especially for existing clients of mine, a newsletter alerting clients to changes in the Google algorithm that will most likely affect their sites positions in search results and in turn possibly their main marketing channel, and having watched multiple unsubscribes and no replies to it, that Email Marketing, as I know it at least, may be dead.
The last few similar newsletters I sent out yielded the same results. No replies, no business and a few unsubscribes. I check the stats re open rate etc and all emails reach their destination and actually have good open and click rates. I’m sending these newsletters to a list that I use to alert existing clients of issues with hosting, problems that may arise and general important announcements that clients really need to know. If they unsubscribe, they wont get this information and they’ll be in the dark and I may not have the resources to deal with issues directly or by phone as a result of them being in the dark! Fair enough, I also use newsletters as a marketing channel sometimes but I doubt very much that I oversell through it.
So why the lack of interest? I guess it’s possible it could just be that they have no interest and see no relevance in the content. It’s hardly that they receive too many emails from me given that I only send newsletters out every 2 or 3 months if even that. Maybe people in general are overwhelmed by emails? Maybe they don’t have the time? Maybe it’s just a tired method?
From my own perspective as someone who also receives a lot of email newsletters, it can be overwhelming. The companies that send out the most frequent and/or longest newsletters usually get the boot from me but I try not to make the same mistakes in my own email campaigns.
Then there’s GDPR. Could this have had an affect on email marketing? I took all the necessary precautions when the new GDPR regulations passed last summer. I emailed everyone, asking them if they wanted to remain on my list and telling them what data I held exactly. I had very few unsubscribes then, if any so I presumed people were happy to stay on the list. I’m pretty sure GDPR has scared a lot of people off email marketing though. And caused a lot of unsubscribes.
So what’s the next new marketing thing!? I’m subscribed to Seth Godin’s email list. I signed up for it because he famously keeps them very short and concise. I’ve seen some come in that are barely a sentence! More often than not they talk a lot of sense and wisdom. Seth is a big proponent of the old fashioned way of doing things. Being honest, offering value, doing things the hard way and not taking the quick and easy fixes.
That’s what I’m going to try to do anyway. I just have to find the right medium to do it through!