You know those promotional emails you get that you delete without a moment’s thought?
Well, a moment’s thought might just stop you making the same mistakes in your own email broadcasts.
Here’s 5 reasons why your customers might be deleting your emails
One: You signed them up without explicit consent
I received an email today from a newsletter I’d never signed up to. I once attended a networking event with the sender over a year ago so wasn’t too pleased I’d been signed up without me knowing.
To avoid this with your business, make sure you use a professional email service like Aweber or Constant Contact and even have your settings to “double opt-in.”
A double opt-in means that if you add someone’s email address, they receive an automatic email making sure they want to be signed up to the newsletter. This added filter makes sure that your crowd is definitely keen to get your content so you’re not going to get complaints about unsolicited mailings.
Two: Your forget what your email is competing with
The subject line on the email I received included the words: “marketing”, “Internet” and “best” and the exclamation at the end made the subject line seem a little hyped, rather than having an editorial value to it.
When you write your email headline, you want it to look like the kind of email your audience WANTS to read. Remember, it’s competing against subject headlines from people they know or companies they are interested in . Let’s take my inbox for example. In my primary inbox we have:
- Web Copy and Sales Material
- Touching base
- eBook content request
- Make sure you’ve got your thermals this Friday for camping
Now, because those are from people I know – they are highly specific and interesting to me, but let’s also compare it to other newsletter emails I’ve signed up to and we’ve got:
- Amy, your special report on social media is attached
- How to get out, get organized and get noticed
- Would an extra paycheck be helpful?
- Can I share something personal with you?
To try and get me to open their email they are using:
- Something specific I have asked for
- Specific benefits I might be interested in
- A question alluding to a specific benefit
- Intrigue and curiosity
Could you use something similar to get your emails opened?
Three: If you are promoting something, you tell your reader why you care, not why you she should care
After a brief courtesy asking me how I was, the email then launches into the amazing successes of the business owner, how this person had launched a number of fantastic and successful projects and because everything was brilliant, she wanted to tell me about how great it was all going.
The email told me plenty about her, but not a lot about why a customer should care or be passionate about it. Make sure the emphasis is on your reader and customer and not on you.
Want to find out who the emphasis is on in your email? Count how many times you are using “I,” “my” “mine” as opposed to “you,” “yours,” “you’re” etc
In this particular email the emphasis was 16 times to the business owner and 7 times to the customer.
Four: If you are selling something new, you do not explain it simply and directly.
After reading the email and visiting the new product’s site, it’s not really clear what it does, although it has something to do with being a new “marketing platform” and also included words such as “powerful seo”, “rapid results”, “effective presence” but nothing specific that could be pinned down and explained simply to my mum for example.
If you want to test the understandability of your explanation, find someone who knows the least about your business and see if it makes sense.
If I had to write instructions on setting a DVD player to record and could explain it to my dad, I know I’d done well (and if I could keep him from storming off and cursing I’d be performing a damn miracle.)
Five: You assume people know who you are and what you do
After much research, from what I can gather, this person IS good at what she does, and there are many favourable testimonials around the web about her other services.
Unfortunately, most people don’t make this much effort to convince themselves to trust you if you haven’t already captured their attention in the first few seconds. We’re bombarded with promotional messages every day that it’s much easier to delete then it is to look for reasons to clutter your inbox.
Get to the point quickly. When you’re sending emails, you want to let your reader know:
- What you have
- Why they should care
- Who you are and why that matters to them
- What they can do next to enjoy the benefits of your offer
So, next time you get a promotional email that you instinctively want to delete straight away, don’t. Stop, think about what turns you off it, and ask yourself what you can avoid when you’re emailing your own audience.