Your email marketing is crying wolf
I worked with a guy who would mark every email he sent as urgent. Every single email. Even worse, he would even start each subject line with “Please read this” or “Urgent, this needs your attention.” After a few months, everyone stopped reading his emails and they became ineffective. My spam filter even started auto-tagging his email as “likely” spammer.
Many marketers today are taking a similar approach in their communications. Email subjects demand immediate and urgent attention. Every email is little more than a thinly veiled offer with little value to the recipient. But, does this work? It might for a short period of time, but within a few short months, just as it was for my co-worker, your emails will be ignored. Your contacts will become unengaged. If you are lucky, they might unsubscribe and you will know something is wrong.
Do right by your contacts. Reserve urgent subjects for truly urgent subject matter. Send email with content that offer something of value. Content that can help them solve problems or get more from what they already have. Don’t take more than you give.
If your contacts look forward to your communications, you will earn a long term customer and not have just another prospect or contact.
