Email marketing is a valuable tool for any modern business, but it can backfire if you don’t use it carefully.
I recently saw an email that was very short, started with my name and included unsubscribe details – all of which are good points in an email. But it also included three links to a web page they were promoting – not three pages, but three links to one page!
In a short email, I am quite capable of finding the link even if I have read further on – it will stand out!
Over do something like providing links, and I begin to wonder why you are pushing it so hard and I get suspicious. Finish with “This isn’t hype” to convince me this is hype and not substance.
Add in a comment like “Seriously, this puppy is sick” and the email has no credibility – I deleted it without clicking on any of the three links!
So the lessons from this email are:
- treat your readers with respect – they can find links in short emails
- avoid unnecessary repetition – it is boring and raises questions as to why you need to repeat it
- avoid statements that are cool or trendy – not everyone will agree with you and they age your message quickly. What is cool today is sick tomorrow and wicked the day after, and so on
- if your content isn’t something (e.g. hype, spam,viral) then you don’t need to write that fact – it is more likely to raise suspicions than allay them
Use your words (and links!) wisely!
