For marketers, e-mail is our life. Fast, easy, responsive, personal, and so much more. E-mail is what brings us closer to our consumer and makes sure they never forget our brand. But when we are not in buying mode, e-mail has people so fast, simple, easy, and mobile that sometimes we abuse it to the point where it would drive even the most hard core e-mail marketer to beg not to receive e-mails.
Here are some samples of well-intended e-mails gone bad:
Scenario 1: The multitasking e-mailer
What the e-mail said: “Look at me! Tell me what you think. Don’t respond directly to the MD send to me so I can edit your response before she sees it.”
What the e-mail was supposed to say: “Look at this message! Tell me what you think. Don’t respond directly to the MD send to me so I can edit your response before she sees it.”
Nope…the HR team did not fire this person for editing what a coworker thought of her. But it did cause a few laughs.
Scenario 2: The auto-correct e-mailer
What the e-mail said: “Hey Lunatic. I wasn’t quiet, sure I understood your lady comment. Can you call me?”
What the e-mail was supposed to say: “Hey Lee. I wasn’t quite sure I understood your last comment. Can you call me?”
Um…if Lee the “lunatic” does call, I’m not sure it is going to go so well.
Scenario 3: The overworked e-mailer
What the e-mail said: “Can you send me an update by the end of the day?”
What the e-mail was supposed to say: “No one really knows…This e-mail was too vague.”
While humorous, and in many cases these errors hit very close to home, these examples remind me of some things we, as marketers, need to keep in mind regarding our e-mail marketing campaigns:
- Prospects and clients cannot read your mind. Don’t be an overworked e-mailer. Make sure your marketing messages convey substance and context.
- Double check details. While errors and typos can be funny in personal e-mails, and overlooked, for marketers we can’t afford to show a lack of attention to detail.
- Don’t confuse your reader. E-mails with too many options will get confused and/or distracted.
For us in the e-mail marketing field, e-mail will continue to be a valuable part of our messaging strategies only if we use it with care. The last thing we want is to receive an e-mail saying “don’t send me e-mail.”
The web doesn’t have a traffic problem, but it has a conversion problem.
Do you ever get the feeling that you’re being ignored? That despite your best efforts to ensure every email you write is a) highly relevant; b) succinct; and c) blurb-free, your message still gets overlooked?
As consumers, we live in a real-time world. We have the technology to access the information we need, when and where we want it, and the "when" is usually "now."
A new starter in Team SaleCycle recently asked me the following question… “Wouldn't they just come back anyway?”