Email is the preferred communication method of a lot of people and groups. That’s probably why the average person receives over 120 a day. That’s fine if the recipient appreciates the emails they’re receiving, but if not they just become part of the noise. How do you know if you’re sending too many chamber emails or if your sends are in line with what they want to see?
Are You Sending Too Many Chamber Emails?
When a similar question came up recently in the Chamber of Commerce Professionals Group on Facebook, Frank Kenny asked two simple questions:
- What’s your open rate/has it changed?
- What’s your unsubscribe rate?
If your open rate is decent and remains consistent, your audience isn’t on the receiving end of email fatigue but if you see your open rate decrease (on a consistent basis, not just in one email) and your unsubscribes increase, you know you’re sending too many.
Options for Addressing Chamber Email Fatigue
One of the things you can do if you notice your unsubscribe rate is increasing, is to create a message that gives people the ability to select a multiple choice reason why they are unsubscribing or invite them to stay connected in another forum. You can draft a message like:
We’re sad to see you go. Would you like to stay in contact with fewer emails by connecting with us on Facebook instead?
You can also provide them with the option of unsubscribing from certain kinds of emails. For instance, maybe they want your newsletter but don’t want to see member to member promotions or email blasts. If you send multiple types of emails, allow them to select the ones they want to see and unsubscribe from the rest. That way they remain in touch with you but have more control over what they’re seeing.
Some chambers combine email blasts for members and do one a week or a month with all the pertinent information in it. But when those emails are a source of non-dues revenue for the chamber, it’s hard to give that up.
If you’re worried about sending too many emails, see what these chambers suggest doing.
If you’ve decided limiting these emails is the best course of action but hate giving up the revenue, check out these ideas:
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