We all clear our spam boxes regularly, even stopping to scan the list in case a bona fide email gets caught in the overzealous spam filters. It’s very likely that some legitimate emails we’ve subscribed to that do make it to our inbox don’t see the light of day either, meaning not being opened and read at all, and are simply tossed out via DELETE.
I recently did an email newsletter for my client RM Optical (read it here) which I forwarded to another client as an example to do one similar and the client’s response was ‘nice but a waste of time because Trini people don’t read newsletters’. Sigh…
Personally, I’ve subscribed to many newsletters from companies that interest me and I read every one. I’ve never subscribed to one from a Trini company though as I’ve never come across one that appealed to me but there aren’t many anyway. I would LOVE to sign up for one though because I’d love to read something Trini, and it doesn’t have to be constructive or educational either. The point is— the Trinidad & Tobago market would embrace an email marketing campaign that’s well thought out and presented by any company but the reality is that not everyone has the skill to pull that off.
Back to my client RM Optical; her subscriber list has been compiling since early this year at me behest for precisely this, her first newsletter which uses the Mail Chimp (also my recommendation) email marketing service, and the free version which has a limit of 2,000 subscribers. Most of my clients are small/medium businesses so 2,000 email addresses would hardly come close to being exhausted in the short term. Her newsletter actually surpassed the industry benchmark by double in terms of opens and clicks which is a good start even though it sets the bar pretty high for the next one. My point again: Trini people will read email newsletters.
An email marketing campaign is another tool in your arsenal and may not necessarily be right for your business so it all depends. Email newsletters are also like salt— they have to be used judiciously to add just the right flavor as part of your marketing mix. So to be cheeky, is email marketing right for you? Ask your Forward Multimedia.