I recently posted about the things that can hold us back in our email marketing.  The 1st reason – “I don’t want to annoy people by spamming their inbox.”  They’re scared of being annoying.  And they let that stop their marketing.

It’s something I hear often.  So how do we get past it?  Good question.  But first, let’s ask why people are worried about it.

Why do people worry about being annoying?

I read this morning that the average person receives 140 emails per day.

Is that true?   No idea. But some days it feels plausible.

Which means that your marketing email is email #141 for someone on your list.

 

Are you tempted to say “that’s too many! I will help everyone by not adding another email to that total!”
Don’t be.
That’s missing the point.  The only thing that statistic says is that there’s a lot of email out there.  #141 isn’t any more or less annoying than #2 or #200.

Your email is annoying if it doesn’t interest the reader.
Email is read and liked if it entertains, educates, or both.  That’s the same whether you’re the second email they received today or the 200th.

There’s a good side to that noise – we forget most of them.

Quick question: who did you get a promo email from last week?  My guess – you remember a handful of them.  At most.  And if you looked, you’ll see that you got emails from many others.  But they just blend into the noise.
All in all, they’re just another email in the trash.

A quick example from my own experience

Let’s look at two mailing lists I’ve been on.
One, from a copywriter.

Her emails were snappy.  They had links to things I liked.  Sometimes they were funny, sometimes thought-provoking, sometimes directly helpful in the field.  Often, a mix of all three.  And so, I smiled when I saw an email from Mish in my inbox.

She wrote weekly.  But I would have been happy to get those emails daily.

 

The other was from a business coach.
She targeted a niche: ambitious women trying to break through the glass ceiling in corporate America.
Obviously, not a good fit for me.  (You know, I’m still not sure how I got on her list!)

Her content may have been good.  I have no idea.  Because she wasn’t trying to speak to me.  Her emails didn’t help me, they weren’t meant for me.  They didn’t address a problem I had or could help someone with.
As a result, it was just “junk mail” to me.

She also wrote weekly.  But I was never happy to get those emails.

 

There are several takeaways from this

  • There is no “correct” frequency to email
    Both people sent mail weekly.  One I loved, one I disliked.
  • Having a niche – and targeting content to it – helps you.
    (Me unsubscribing also helped the business coach.)
  • Even the most targeted and best emails will bore or annoy someone.
    And that’s ok.
  • An “annoying” message is one that has no value to the reader.
  • We all get a lot of email.  As a result, the ones that aren’t good will rarely annoy us, we just don’t notice them.  That’s not a reason to be scared of being annoying

Your messages will be annoying if they don’t help the reader.
Make them useful for her.  Make her laugh, make her feel, or make her think. Teach her something, and, at the right times, offer her something to buy.

Give her a reason to look forward to your messages.  And if you can do that, your email won’t annoy her.