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December 01, 2009
Are your e-mails relevant to employees?
I interrupt my 50 in 50 book reports for an important message. If you're wondering why people aren't reading your e-mails, a new poll provides the answer: Because your messages aren't relevant to their audience.
According to the Chief Marketing Officer Council, 64% of consumers say promotional offers dominate both the e-mail and traditional mail they receive; only 41% view these as must-read communications. When people opt out or unsubscribe to e-mails, 46% do so because the messages are simply not relevant.
What does this have to do with you, someone who is sending messages to employees? In my firm's qualitative research with employees, we hear the same criticism of internal e-mail that the Marketing Officer poll learned from consumers.
In addition to the "not relevant" reason, the poll found that 23% opted out because there were too many messages to manage, 16% cited clutter in their in box, and 16% said the messages weren't from a trusted source.
If your e-mails aren't getting through, check your relevance.
(My book reports return tomorrow.)
Posted by Alison Davis at December 1, 2009 08:28 AM
(Find me around the web)
