Writing Interesting Email Campaigns

By now most marketers & decision makers know that Email 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.  It’s 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. This is based on thousands of campaigns run by our clients & ourselves.

1. People like to read about people.
Share staff profiles, Q&As, client interviews, employee of the month, a day in the life of the CEO.

2. People like photos.
Show photos from networking events, of new staff or from the last team bonding or social event.

3. People like the public interest stories in the media
Include news or magazine articles and TV or radio segments your company has featured in.

4. People like to win prizes
Run competitions & have prizes you’d want to win.

5. People like to have their say.
Conduct surveys or request feedback on your latest advert, your new product or website.

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

7. People like to learn.
Write useful articles, do expert interviews, provide tips, show recent work and case studies.

8. People like discussion. 
Comment on industry news, give your personal opinion & invite discussion.

9. People like to feel special. 
Offer exclusive deals to your subscribers.

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 industry jargon.
Write in lay terms especially of 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 newsletters, send every month – not every week.  Don’t get given an inch and take a mile!

You’ve been given the privilege of being invited into someone’s Inbox, so 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 (07) 3846 7687 begin_of_the_skype_highlighting              (07) 3846 7687 begin_of_the_skype_highlighting              (07) 3846 7687      end_of_the_skype_highlighting      end_of_the_skype_highlighting.