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52 November 2015 | beautystorebusiness.com them did not equal permission to be pummeled with marketing emails. "Sentiment remains strong against the practice of sending promotional emails to consumers—although they've pur- chased from a brand—who haven't specifically signed up for a brand's email program," BlueHornet's researchers say. • Don't pester: While it's tempting to continually inform your customers how great your brand is, if you send too many self-congratulatory missives to customers' phones, customers may poke the delete button. The No. 1 reason consumers unsubscribed from a marketing email list was because they received too many emails from the company. The second most common reason for ditching an email commu- niqué? The emails received from the company seemed irrelevant. • Make emails social-media friendly: Including links to your Facebook, Twitter, YouTube and other presences is a good idea when marketing by email in any medium. BlueHornet found that 33% of those surveyed post at least some of what they find in marketing emails to one or more social networks. So mak- ing it easier for them to post what they find in your email only makes sense. • Consider GPS-sensitive emails: Service providers such as Foursquare are able to add location-based sensitivity to your marketing emails. With Foursquare, for example, you can automatically send emails featuring discounts and special offers to the mobile phones of Four- square members passing by your store. The same service can also be used to quickly spike new subscribers while you're at a trade show. A company might give away a free iPhone to a lucky per- son passing by its booth at a random time, for example. To enter, attendees would simply need to sign up for the company's Foursquare program via the mobile device—a sign-up that would include their email addresses. Knotice's researchers conclude: "If your brand has not yet reached the tipping point in mobile email engagement, it will soon. How your email subscribers view and con- sume email has fundamentally changed. Every marketer will have to embrace the mobile-majority audience or risk continued declines in click-and-conversion metrics." ■ Joe Dysart is an Internet speaker and business consultant based in Manhattan, New York. He can be reached at joe@ joedysart.com. The No. 1 reason consumers unsubscribed from a marketing email list was because they received too many emails. Gettyimages.com/Hocus Focus Studio