An Australian apparel brand, recently sent an email that seemed to be blackmailing consumers. They “threatened” to release incriminating images of themselves if they didn’t purchase from their business. The email ended with “We know where you work. Time begins now,” . “We know where you work. Time begins now,” .
The strategy turned out to be a poor decision, with the company apologizing for the email. Some may claim that the technique increased the company’s visibility. Ultimately, their strategy was seen as an indicator of poor marketing strategies.
It may be daunting to come up with a successful approach. Email communication strategy outsourcing companies will be happy to tell you. Marketers sometimes ignore that what works isn’t necessarily the right option. It’s time to take a look at which email habits you should avoid.
Having a large list of people who have never heard of your business.
Nobody is concerned about the number of users on your mailing list. The important thing is to bring your idea out to the customers you’re trying to market to. Using an email list that is greater than the Eiffel Tower does not guarantee that the emails will be opened or converted. It’s all about reaching out to the people who are most likely to be interested in your business.
Consider it for a moment. How much have you got an invitation from an organization whose services you were not interested in? Maybe it was an email about auto maintenance, but you don’t own one.
Although reducing the email list to a smaller number can seem counterintuitive, it actually ensures better performance. Give it a shot.
Making it difficult for users to unsubscribe
There’s a reason they’re labeled “opt out.” Allow your subscribers to opt out of receiving future emails, and don’t penalize them for doing so! It’s often done by email advertisers to keep customers, but it also ensures you’re more likely to be labeled as an offensive brand.
It’s not about you; it’s about your market. There are many who may not wish to hear from you, but there are still those who do. Value users sufficiently to allow them the opportunity to unsubscribe in either case.
Using spammy content in the emails is a bad idea.
Emails containing only the words “free” or “order now” aren’t really classic. Sure, it fits with CTAs, but people want to be engaged when they get updates. Emails provide you with the opportunity to be innovative with advertising in order to capture your consumers’ interest. Your clients, like you, live in the twenty-first century, and they’re savvy enough to grow bored of hearing the same words over and over.
Provide high-quality content to the customers. They’ll look forward to getting further emails if they like them. Glossier, a beauty company headquartered in the United States, sends out tips, promotions, and even random posts associated with their brand identity, such as wallpapers for clients and a snapshot of a laughing baby goat.
Using deceptive subject lines
Your subject lines could get you in trouble. Marketers often need a fast way to get clients to open their newsletters, and one way to do that is to engage them with subject lines.
When advertisers have the opportunity to do so, they often generate panic in their customers. As part of their April Fools’ Day promotion, one furniture store emailed consumers a “receipt from the future” with the subject line “Thanks for your order!” Some of their customers were panicked after receiving a fake order, only to realize it was a publicity trick.
The last thing you want to do is weaken your customers’ faith in your business. Gaining their confidence is, after all, more critical than grabbing their attention. Find other inventive ways to keep them interested in your email campaign.