{"id":6341,"date":"2015-05-14T00:00:00","date_gmt":"2015-05-14T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/how-to-avoid-the-perils-of-overly-salesy-emails\/"},"modified":"2023-07-13T13:19:12","modified_gmt":"2023-07-13T17:19:12","slug":"how-to-avoid-the-perils-of-overly-salesy-emails","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-to-avoid-the-perils-of-overly-salesy-emails","title":{"rendered":"How to Avoid the Perils of Overly Salesy Emails"},"content":{"rendered":"

While email marketing excels at driving sales for retailers, there are very real dangers to being overly promotional with your email messaging mix. The rising danger is because of two developments over the past several years:<\/p>\n

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  1. Emails have moved from desktops to mobile devices.<\/a> That has shortened the time between when emails are sent and when they are opened because consumers carry their phones with them all the time. However, for the very same reason, it\u2019s also made the inbox into a more personal place.<\/li>\n
  2. The number of promotional emails that retail brands send each of their subscribers has more than doubled on average over the past 7 years, according to my own tracking. In 2007, retailers sent each subscriber 95 emails on average. Last year, it climbed to 215. And none of that includes the growing number of triggered emails that are sent in response to cart abandonment, browse abandonment, inactivity, and other behaviors.<\/li>\n<\/ol>\n

    Beating the \u201cbuy, buy, buy\u201d drum too hard will cause more subscribers to start tuning you out and drive up the number of subscribers going through your reengagement program. To avoid that fate, expand your definition of delivering value and look to engage subscribers with content that primes them to be receptive to future hard-sell messaging.<\/p>\n

    Consider the following soft-sell tactics:<\/p>\n