The Hurdle Race

Email marketing is a never ending hurdle race. Each deployment represents a new hurdle in continues reader engagement. But in email, if you fall, you are probably out of the race. Once you have disengaged a reader, they most likely will unsubscribe, or simply stop reading your emails.

Never estimate reader unsubscribe inertia. Most people continue to receive, and immediately delete, far more emails than they actually unsubscribe from.

So don’t think, just because you have a low unsubscribe rate, that you are engaging your readers.

Complacency is a fast track to poor results. Each stage of an overall email campaign news to be the most exciting, persuasive, engaging and fully functional. It is as if you are starting from scratch with each send out. OK, readers you have hooked may allow you a little latitude, but if you build that in to your efforts, then you will quickly let standards slip.

At Inbox we say to each and every client, before each and every mailing; “This is your first contact with these people – are you going to engage them?” Content, design, functionality, rendering etc are all checked and improved upon relentlessly in order to ensure the email does the best for the client and the recipients.

It’s called the pursuit of perfection, and in the noisy marketplace that email is, nothing less will do.