To Read or Not To Read?

If you’re like me, your email inbox shows that you’re on a lot of lists. Yes, I subscribe to many boating, fishing and general business newsletters. And I get a lot of correspondence from dealers. But when I see each day’s incoming emails, the real question is how many will I open and read?

Studies show that an average of 75% of emails go unread. That fact notwithstanding, and despite email’s potential for spam and abuse, email marketing remains a powerful tool. So it’s worth noting what senders have done to get me to open their emails.

The three triggers for getting me to read an email are content, content and content. That’s why experts call it content marketing. When I see emails from certain senders, I immediately anticipate there will be good content because that’s what I always receive from that sender. And I don’t usually get or expect hard product pitches as the main point.

Good content marketing creates and distributes valuable, relevant and consistent information to attract and keep me as a loyal recipient. Sure, the ultimate objective is to drive profitable customer actions. But that’s realized by cementing a long-term relationship. Instead of pitching products or services, deliver information and subject matter that makes the recipient more receptive and intelligent.

Second, less is more. Email marketing is not about hammering your audience with messages. For example, if you promised reasonably limited frequency when the recipients signed up, stick to that promise. Abuse the recipient’s trust, and you’ll be trashed or unsubscribed.

Next, recognize that those who may sign up for your emails are doing so voluntarily. Motivate them to stay and refer other boaters because the information is exciting and valuable. Get them to anticipate future emails by periodically including a special offer — something simple and free always goes over well.

Keep focused. Tailor content to the appropriate audience. It’s called segmentation. Remember, you are connecting recipients with their recreation habits. So for the purposes of a dealership that sells fishing boats, family cruisers and ski boats, keep the customer and prospect email lists segmented by interest. The ski boat customers likely won’t need fishing content.

However, segmentation won’t help you get read if you don’t win at the point of attack: the inbox. Mix things up to ensure a good open rate. Choose words carefully. Make them an offer they can’t refuse. Say something unexpected — at times, be humorous or clever. But even a straight line like “Absolutely No Offers, Just News” can draw the click. Sure, it takes some thought and creativity, but it’s worth the time because it works.

While social media like Facebook, Instagram or Snapchat may be the blue-plate specials of the day, hard facts still show email to be a most powerful tool in a good marketing plan. After all, the essence of a content marketing strategy is that dealers are able to deliver consistent, valuable information that gets customers and prospects to open their emails — and ultimately reward the sender with their business.