Write Interesting Emails & Avoid the Inbox Vortex

Posted by Adam Franklin

This article, Write Interesting Emails & Avoid the Inbox Vortex was originally published on Digital Ministry on 2 June, 2009.

By now most marketing decision makers know that Email Marketing campaigns can be a wonderfully effective way to communicate. But how do you avoid getting lost in the Inbox vortex?

You probably get 100s of these emails yourself – the ones you haven’t read in months but that you can’t be bothered unsubscribing from.  David Smerdon from Vision 6 refers to it as being ‘unemotionally subscribed’.

It’s also known as list fatigue and usually happens because the emails are no longer (or never have been) interesting or relevant.

So, how do you avoid becoming a statistic? EASY. Write interesting emails!

Here are 10 things people like & 5 things people don’t like. These universal truths apply regardless of what your company does. These findings are based on thousands of campaigns run by Bluewire Media and its clients.

1. People like to read about people
Profile staff, run Q&As with industry experts, conduct client interviews, announce employees of the month or write about a day in the life of the CEO.

2. People like photos
Show photos from industry events, product launches, conferences or community events you support.

3. People like to know what’s in the news
Share relevant industry news especially if it’s a media article or TV segment that promotes your company.

4. People like to win prizes
Run competitions & have prizes you’d want to win. The better the prize, the higher the participation.

5. People like to have their say
Conduct surveys & find out what your subscribers want to know. Or just request feedback on your latest ad campaign, your new product or your website.

6. People like to laugh
Include something amusing like funny anecdotes, a cartoon or a joke.  Cartoon from EOGN blog.

7. People like to learn
Write useful articles, share insights from industry seminars, interview experts, provide tips, showcase recent work and provide case studies.

8. People like discussion
Comment on industry news, give your personal opinion & invite discussion. Remember to respond to any feedback you are given.

9. People like to feel special

Offer exclusive deals or write exclusive content for your subscribers. Make sure it’s genuine & not something anyone can find on your homepage.

10. People like what’s in it for them
Explain how things impact the reader. People care about WIIFM – what’s in it for me!

On the other hand.

1. People don’t like the hard sell
If you provide good value & education, the sales will follow. No pressure please.

2. People don’t like their time wasted
Get to the point, make sure links work & if you’re selling something ENSURE the shopping cart works. Reward readers for investing a few minutes of their busy lives.

3. People don’t like BS
If it didn’t really come from the CEO’s desk, say who did write it.  Reference other people’s content – don’t plagiarise it. And never trick people.

4. People don’t like confusing jargon
Write in lay terms especially if your audience is diverse. It is more skilful to write an email campaign that a 10 year old can understand.

5. People don’t like rude surprises
If you’ve promised monthly emails, keep your promise & refrain from sending every week.  Don’t ask for an inch and take a mile as your readers will soon hit the unsubscribe button!

You’ve been given the privilege of being invited into someone’s Inbox, so just respect that. Make the most of your opportunity to build a mutually rewarding and valuable relationship!

I hope this helps.

Email Marketing Brisbane:  For professional email marketing, copywriting or content strategy, call 1300 258 394.

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About Adam Franklin

Adam Franklin is the co-author of Web Marketing That Works. He also released 33 free marketing templates (free download). He is co-host of the top rating iTunes podcast, is an international social media speaker and marketing manager of Bluewire Media.

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