Your post really hit home for me because we do a lot of e-mail marketing and figuring out the sweet spot between getting our message out and annoying people is difficult.

All our consulting services are delivered as workshops which we promote through e-mails. We also have a newsletter with interesting content. We were sending out one e-mail per week, alternating workshop promos with the newsletter. However, the difference in the unsubscribe rates between the promo e-mails and the newsletter forced us to reassess our strategy and look for creative ways of embedding the promo messages in value-added content – which is what you suggest.

Not easy – and yet, e-mail marketing works. I’ve come to the conclusion that after doing everything possible to give people useful content we still have to be prepared to live with the occasional complaint, which will arrive regardless of what we send out…

I think I hit the ‘send’ button about five or six times. This is the problem. I didn’t have a specific plan, and noticed several offers for event marketing and promotion resources, so used them all (along with frequent blog and regular e-letter postings).

Not good. Exactly where persistence becomes irritation is something of a fine line, and you will certainly get more chances if you provide useful value rather than just promotional talk, but I think you are getting into dangerous space if your “same” message is repeated more than four or five times within a couple of months.
Mark Buckshon´s last blog post ..Insights

Thanks! Johanna

Humility (and a lighter touch) Can Help Your Construction Marketing: This week, Musings welcomes back Mark Bucksh… [link to post]

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