Marketing emails are one of the most informative and helpful, yet most annoying forms of communication. While I would obviously prefer to receive an email informing me of 14 BOGO sales, no smokescreen signals or carrier pigeons have ever wasted my time with misleading subject lines, and the messages they do deliver to me are (usually) quite personal.
So how can you best represent your brand, attract customers, and increase sales without alienating them? Let's take a look at some of the most frustrating email marketing tactics and work backwards.
First, have you ever answered a call or opened a message from a number or address you didn't recognize? Don't lie, you're ignoring them. Consumers want to know who is emailing them, so avoid the generic @noreply and make sure the name in the email address is recognizable.
Second, nobody likes being lied to. After receiving an envelope promising you a million tax-free dollars and a golden mane pony, you wouldn't want to open it only to find a chain letter inside. Don't scam your customers. After the initial deception, there's a good chance they'll be left with resentment, even if they clicked. Make your subject lines interesting and creative, but make sure they're factual.
Also, make it personal. Well, to a certain extent. There's a reason we're taught to look people in the eye and shake hands. There's a reason we're given names and usually use them to identify us for the rest of our lives. Thank you to my kindergarten teacher for making me call her by my full name, even though I protested. Not addressing customers directly can make them feel disinterested. I know robots generate our names in greetings, but “Dear Laura” feels a lot better than “Esteemed Customer.”
Have you ever asked someone to do something without clear instructions? Have you ever been asked to do something without being given the necessary resources? Finally, have you ever been asked to do something that was way too wordy? As we all know, a compelling CTA (call to action) is essential. Humans like tasks to be simplified, for example, take me to the water. Keep it simple and concise, and leave out any grey areas or tricky steps.
Finally, keep in mind what we all know: people love visuals, so include images. We also value consistency, so if possible, make sure your messages are sent at set times/days of the week.
The bottom line is that from the sender's perspective, marketing emails are an effort to reach a mass audience. But from the reader's perspective, it's important to feel individually valued. Maybe it's time to view this interaction as relationship building. Regular email contact is your opportunity to build trust and keep consumers coming back. Have fun building it!