{"id":1388,"date":"2012-03-22T08:00:39","date_gmt":"2012-03-22T12:00:39","guid":{"rendered":"https:\/\/www.emailcritic.com\/?p=1388"},"modified":"2020-09-16T01:22:31","modified_gmt":"2020-09-16T05:22:31","slug":"special-offer-overload-in-email-marketing","status":"publish","type":"post","link":"https:\/\/www.emailcritic.com\/special-offer-overload-in-email-marketing\/","title":{"rendered":"Special Offers In Email Marketing: How to Avoid Subscriber Overload and Poor ROI"},"content":{"rendered":"

\"Special<\/a><\/p>\n

Same old. Same old. Same old.<\/p>\n

That’s what some subscribers see in their email inboxes on a daily basis. How about the people on your list? Are your subscribers suffering from the dreaded disease we call Special Offer Overload?<\/p>\n

They might be if that\u2019s all they get from you.<\/p>\n

If your email marketing program is based on sending out special offers, you\u2019re not alone. That\u2019s a typical focus because the goal of the email marketing program is ROI, after all.<\/p>\n

However, there\u2019s much to be said for not selling, but telling instead…telling stories, that is. Stories avoid the same old, same old syndrome, and give people a reason to look forward to receiving your emails.<\/p>\n

Stories engage. Stories compel. Stories entertain. And in their own, indirect way, stories sell. A story doesn\u2019t have to be of the fairy tale kind, with three bears and bowls of porridge. A story can be anything that isn\u2019t directly selling. Think of this kind of content as articles you might read in a magazine, or case studies, or testimonials even. Stories can be employee profiles, company history or something totally unrelated to your business, like a holiday-themed piece. You might be surprised what kinds of content engage people once you move away from the special offer overload approach.<\/p>\n

You\u2019re still selling, but in an indirect way. You\u2019re creating content people look forward to receiving. You\u2019re creating good feelings about your company and brand. You are creating warm fuzzies and strengthening their loyalty to you, perhaps before they are even a buying customer.<\/p>\n

You might not think your team is afflicted with Special Offer Overload. However, it\u2019s a matter of perception. You might consider each message sent to be uniquely different, but it\u2019s the subscriber\u2019s perception that matters. If one special offer looks like the next to them, it doesn\u2019t matter how different they are in your eyes.<\/p>\n

If you\u2019re not interested in engaging your subscribers by curing your team of Special Offer Overload syndrome, think about the effect on your email deliverability rate if the same old, same old continues. People will tune you out, ignoring your email messages, thereby indirectly telling their ISPs that your email is not email they want. Then what? Then the ISP makes sure they won\u2019t get any from you by blocking you.<\/p>\n

Maybe a cure for Special Offer Overload is in order after all?<\/p>\n","protected":false},"excerpt":{"rendered":"

Same old. Same old. Same old. That’s what some subscribers see in their email inboxes on a daily basis. How about the people on your list? Are your subscribers suffering from the dreaded disease we call Special Offer Overload? They might be…<\/p>\n","protected":false},"author":88898,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[9,72,16],"tags":[202,203,45,191],"yoast_head":"\nSpecial Offers In Email Marketing: How to Avoid Subscriber Overload<\/title>\n<meta name=\"description\" content=\"Are your subscribers suffering from email marketing special offer overload? 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