Data in Forrester Research’s new report, “Take Advantage of Positive Email Attitudes,” says that email is still an effective outreach tool. The research found that 42 percent of US online adults delete most marketing email without reading it, down from 44 percent in 2012 and 59 percent in 2010. Plus, more people find that email from organizations has information that interests them.
With the data showing improved attitudes, communicators should make sure that email communication plays an effective role in outreach efforts. Email has one of the first social media channels to emerge and can still be effective if used strategically.
Your email strategy should cover these four elements:
- Allow people to sign up for the information that interests them. Offer options. One size (or list) rarely fits all. Make is easy for subscribers to change their choices.
- Every message should include an unsubscribe option. You want engaged contacts, not hostages.
- Every message must be relevant to the topic that the subscriber selected and have something to say. Make every email meaningful and worthwhile to read.
- Offer a path for response. Allowing for replies to messages is easiest for the user. If your system won’t accommodate that approach, be sure to provide an email address for responses and/or a link where recipients can take action.