Something occurred to me the other day… I seem to spend less time sifting through my email inbox for news alerts and newsletters and more time browsing blogs, trawling twitter and taking recommendations from friends and peers. I also sign up for far less email newsletters than I used to.
I hadn’t really given this much thought until I received an email from Silverpop this week.
I happened to read this particular one and they hinted that I don’t usually read the emails they send me (that’s actually true). The thing that got my attentions is that the email also acknowledged that this form of communication might not (now) be the way I want to get news from them. So to solve this, they offered me two alternatives to get their updates, via their Facebook page and twitter feed. (How big are those icons in the email? You can’t fail to notice them.)
This was a really refreshing, friendly and timely email that acknowledged my requirements whilst also pointing me in the right direction for other ways for me to get information from them. Is this something we’ll see happening more and more in the future? I suspect so, and one less email in my inbox isn’t such a bad thing either.
Not only was the message clear but (and you might expect this from an email marketing company) they had also used their stats and analytics in a really useful way – don’t just let people ignore your emails, take action and convert the people who don’t act on your message to push them somewhere else, somewhere more relevant to how they want to consume your content.
So, coupled with a clear call to action and a friendly (not pushy) tone of voice, Silverpop have encouraged me to explore their other communications platforms without making me want to unsubscribe from the original mail. I guess you need to bear in mind the audience – most people receiving the Silverpop email will be fairly ‘digital marketing savvy’ anyway – but I’m sure this journey could work for other audiences as well.