The Dreaded UNSUBSCRIBE: Why Readers Stop Reading Your Emails

Email is hands down one of the best technological advancements for businesses. Sending documents, links to websites, videos, photos and news can all be done in a matter of moments and reach people all over the world. However, as the general public has become more tech-savvy they are also becoming more guarded of their contact information.

Aggressive Nature of ISP’s

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Email providers like Gmail and Hotmail have become more aggressive with their monitoring procedures. When customers fail to open an email or choose not to click on links offered in the messages, those senders are seen as spam by the ISP. Thus, a lack of action on the part of one of your subscribers forces your message to wind up in the junk folder. Not a good sign.

Why Interest Levels of Subscribers Tend to Drop Off

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One marketing company, Litmus.com, did a study to find out why subscribers lose interest over time. Would you like to guess the Number One reason??? TOO MANY EMAILS, TOO OFTEN. People don’t want an email every day or every other day. Over 50% of the surveyed people stated this as their reason for unsubscribing from email lists. The second reason, with over 40% of respondents, said the content offered by the emails were boring or repetitive.
What Can You Do to Keep Subscribers Happy and Interested in Your Offers?
Make sure that subscribers are choosing to opt-in to your service. An even better approach is a double opt-in option. This will require subscribers to take an extra step but it also ensures they really want what you have to offer.
Design emails with frequency options. Give the customers a chance to tell you how often they want to receive messages. This allows the customer to stay in charge while staying in touch.
Put a note in the emails asking subscribers to place your email address in their list of approved contacts. This will stop your messages from automatically hitting the spam folders and reinforce acceptance from the client or prospect.
Test, test and test some more. Test the days that you send out emails messages to see which days get the best response. Test times of the day. Change the subject line. Change the offer. Change the introduction. Test every feature of the messages and make notes about what works and what doesn’t.

Are you using email to stay in touch with clients, educate them and pre-sell them on your products or services? If you would like to learn more about email marketing use the form below to get in touch with me.

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Attracting new clients for your fishing guide business

Fishing guides are a great bunch of folks.  They have taken their passion for the outdoors and turned it into a way to make a living.  Some guides are also competitive tournament anglers while others are simply really good at locating and landing trophy fish.  However, far too many of these people end up struggling at their chosen profession for one reason; lack of business.  If you want to make a REAL living at being a fishing guide, then you need to focus on one primary goal.

MARKETING

That’s right, I said it, and I ain’t backing down from it.  Here is the reason why more marketing will help you grow your business and provide you with the lifestyle you dream of.

  1. More Exposure – When you put together a comprehensive plan to keep your services in front of more people, you become better known though out your potential market.
  2. Better positioning – If you were facing some kind of surgery, who do you want handling the scalpel?  The guy that just graduated college two weeks ago or the guy that has completed dozens or hundreds of surgeries just like yours?  When people get ready to book a fishing trip they want proof that YOU can help them locate and land the big fish of their dreams.
  3. Stable income – When your marketing pieces are all working like a fine oiled machine, you won’t be in the position of looking for new clients and offering ridiculous discounts just to get some business.  You will have a steady stream of people wanting to use your service and willing to wait on your schedule.

Marketing Plan in a Nutshell

A well laid out marketing plan would look like this:

  • A website that outlines your services, prices, photos and videos from past trips and LOTS of feedback from happy customers
  • Regular supply of information via Twitter and Facebook.  Post up information about how fish are acting during the current season, what to do to prepare for a fishing trip, setting expectations for a guided trip, what type of lures have the highest success rate, etc.
  • Make consistent blog posts to your website.  A couple of times a week are great.
  • Consider offering a newsletter via email.  This can be a simple one or two page document highlighting success from recent customers, biology piece describing certain fish species and expectations for the next 4 weeks.
  • Send out postcards once a quarter.  Great way to stay in touch with past clients and keep you in front of them.

Getting Clients Quickly

One of the cheapest and easiest ways to get some new bookings is to send out a postcard to all of your past clients.  Put together a timely message that puts a sense of urgency on the part of the client.  Don’t fall for the same old “hey, we are a great guide, we appreciate your business in the past, now come spend more money” trap.  YOU must give the client a REASON to call you and TELL them to call you.  If you can manage to do that in a few lines on a postcard then you should see a good return on your marketing investment.

If you like this post, please subscribe to the blog using the button on the sidebar to the right.  We will be putting out a new post soon about ways you can make money WITHOUT booking a client for a fishing trip.

P.S. Don’t forget to follow us on Twitter @the_red_writer!  Lots of good stuff going on there!