I just finished deleting the 197 emails that accumulated in my in box during our office
move. I’m getting pretty good at scanning the “subject” line and hitting the “delete”
button. I know that inside some of those emails there is probably some information that I
would have an interest in, but after receiving so much “irrelevant” email from the same
people or businesses I have to assume it’s going to be more of the same so I just hit
“delete”.
Here is a great example that will be included in detail in the “Renegade Retention
Secrets” Vol. 2.
Kate and I fly a lot. We are also frequent flier mile collectors so we sign up with every
airline we use.
Here’s typically what happens: We fill out a form that has all of our “vital statistics” like
address, nearest airport, how many times a year we fly, email addresses and all of the
information they ask for. We get an automated “thank you” email and then a funny thing
happens.
They start sending special offers on cheap flights. I always like a bargain so when I get
the “Hi Rob, we have a special airfare just for you” email I open it and look. Guess what?
Even though they know I live in Washington State and the nearest airport is SeaTac in
Seattle they send me an email with a special low price fare from Denver, Colorado to
Miami Beach, Florida. I delete it and over the next couple of weeks I continue to get the
same “junk” from them even though they know where I live, what type of flights I prefer,
the nearest airport, etc.
Of course, after getting six or seven irrelevant emails I just start hitting “delete” and
probably miss out on that one offer for a $69 flight from Seattle to Los Angeles that
would have been perfect for me. Oh, well.
They kind of lost me at “hello”.
Are you sending relevant email to your members?
Do you create an email for a “plumbers” certification class and then send it out to the
entire membership?
Do you send the latest “build green” idea to the 60% or 70% of your non-builder
members?
We are members of several Associations around the country so I get a pretty good
cross-section of emails from them (keep them coming) but, I have to admit that after
getting the 3rd reminder about the “carpentry safety” class I start using that delete button
pretty aggressively. You can bet your members do the same.
I know this will take some time, but in the long run it will be amazingly valuable when it
comes to getting your emails read by the right people.
Begin segmenting your membership list and only send relevant emails.
If it’s for plumbers, send it to plumbers. If it’s to enter a home for your “Parade of Homes”
send it to builders. If it is for the membership committee, send it to the membership
committee. If it’s an announcement to come and proof your Trade Show Guide ad, send
it to people who bought ads.
As you know, time is at a premium for most businesses. If you send them timely and
relevant information they will know that you really are interested in their future. If you
send them all kinds of “stuff” because it’s easier to just “hit the send button” you will lose
their attention quickly and in many cases forever.
As in the airline example, you too have the “vital statistics” on your members. Use them
to your advantage – and theirs!
Just one more tip – be as specific as possible in the “subject” line of all of your
emails. Make sure that the “subject” line tells your member what’s inside. It will increase
the “open rate” with the people that you really want to reach and also allow the
uninterested to scan and delete.