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Email marketing is a lot like dating. The marketer tries hard to be seen as an enticing match by the potential subscriber. He offers attractive benefits (best selection! free shipping! fascinating articles!) which the subscriber examines, assessing the possibilities. The subscriber enters into a budding relationship with the expectation that each conversation with the marketer should be interesting and relevant enough to be worth their precious time. The marketer may not be given much time to prove their value. And if the subscriber thinks the marketer’s not delivering, they’ll cut off the relationship. As we said, a lot like dating. While attracting subscribers is essential to list growth, developing and maintaining healthy relationships with those subscribers is even more important in the long run. |
