Unless you overhear a conversation about porn spam, the words “email” and “sexy” don’t get used in the same sentence very often. Email, the loyal silent workhorse of social media, steadfast driver of e-commerce, overshadowed stepsister of search, is more often likened to Martha Stewart – reliable, conservative and past her prime – than Angelina Jolie – slinky, seductive, and unpredictable – although both have built sizable empires of wealth and influence.
That is, until now. Oh yeah, we’re finally bringing sexy back to email marketing.
photo credit: Rocpoc
It’s probably the number one rookie mistake in advertising and marketing copy writing. It can tank an otherwise exceptional
sales offer to the exact
right audience. It’s guaranteed to bore readers and listeners to death, and it’s a downright sin in direct response.
What is this ill? It is writing or talking about – or to – ourselves rather than our potential and current customers
. In other words, speaking in the language of “me” rather than “you”.
And it's both so pervasive and toxic that it's exactly
why when it comes to much of what you write online – from your email offers to your social media status updates to your product and sales pages – it’s imperative that you answer the question
eternally hovering on the tip of your readers’ tongues: WIIFM?
(What’s In It For Me?)
In other words, that you learn to speak the Language of Results
photo credit: shahsjunkie
With email inboxes more crowded than ever before, simply arriving successfully is half the battle. Assuming you routinely have good deliverability, the second half of that battle is standing out in a crowd.
The majority of email users (more than 70% by some estimates) view the lineup of email messages in their inboxes via preview panes, so only a snapshot of each message is visible either to the right or on the lower half of their screens. Mobile environments can be even worse, eliminating preview-ability altogether.
photo credit: aechempati
One of my email seminar students recently asked: “I feel like the only emails my company ever sends are sales messages: like we’re always asking people to buy, buy, buy. Should we supplement these with other types of email and if so, what?
Don’t feel bad, lack of variety in email marketing is a common dilemma for many marketers. Businesses newer to email or with fewer resources tend to gravitate first and only to promotional messaging, but there is plenty more you can and should communicate to your list.
Here are just a few of the many greetings and message types you should include in your email program: