Marketing your technology solution using e-mail has delivered results for many technology companies. The low costs associated with producing and delivering an e-mail effort are difficult to ignore. But if you have not developed a message management strategy as part of a nurture effort to ensure message relevancy, you are missing your opportunity and potentially damaging your customer relationship.
According to an Epsilon and ROI Research study, 55% of e-mail subscribers in the US and Canada unsubscribe from opt-in e-mails occasionally—and 14% do so frequently. Only 5% said they never unsubscribe.
In particular, 67% of North Americans unsubscribed due to the irrelevancy of emails,
64% cited high frequency rates
50% attributed their decisions to fears that their email addresses were being sold or shared.
“The companies doing a better job managing their relationship with permission-based email recipients are taking into account consumer preferences and past behavior to make sure they’re delivering content that’s relevant. They’re also testing frequency and content to make campaigns more effective.”
On the bright side, 87% of the market still use email as their primary online communications tool.
Your audience is receiving a lot of content, and at the same time they’re getting more and more selective about the kinds of e-mails they want to receive, If your marketing approach is to batch-and-blast expect those that receive it to unsubscribe.
