SUBSCRIBE TO THIS FEEDDon't be a turkey: What not to do so you don't annoy recipients and they'll be thankful
This Thanksgiving, rather than just telling your loyal email readers that you're thankful for them, try examining ways that you can show them that you appreciate them and their valuable time.
More specifically, think about what you're doing now that may be annoying readers rather than making them thankful for your messages. In our experience, here are a few things that we've seen marketers do that may make some recipients think of them as turkeys.
No one likes the unexpected, uninvited guest
Marketers often expect that because someone makes a purchase from their company that the person attached to the new email address they just gained will gobble up additional information about the company and other products they sell. In some cases, this can make sense. If the email is sent with the primary purpose of thanking them for their purchase and subtly offering information about complementary items, it may be welcome. However, future blatant sales attempts or even a simple newsletter can often garner resentment and even spam complaints if the recipient never expected to receive email from your company. In many cases, this person may have been happy to opt in, but since they were not allowed that option, they are annoyed that permission was assumed. You have to clearly set expectations about email communications at the time you establish the relationship. The obvious downfalls to not doing this are the negative impact on delivery due to complaints, potential damage to your brand based on the negative backlash, and possible lost revenue from these now annoyed customers.
Serving ham instead of turkey
If your recipients signed up for email from your company with specific expectations of the kind of email they would receive from you, be sure that's what you send them and nothing else. If they signed up for a monthly best practices newsletter, don't intersperse those with weekly product information emails. Readers usually remember what they opted in to, and they definitely remember what they did not opt in to. Sending anything other than what was requested will again garner complaints and unsubscribes. If you've got a great product information email that you think they might be interested in - great! Include information about the product email in the message they signed up for and invite them to opt in. If they don't, respect their wishes and don't send them these additional emails.
Where's the stuffing?
Don't hide an exciting email behind an elusive subject line. "Great sale from Company Name" doesn't tell the recipient anything about why the sale is great. Are you offering 50 percent off, or a two-for-one sale perhaps? What is the sale on? How long will it last? Fit as many specifics, clearly stated, in your subject line as you can. Emails with subject lines that require the reader to try to guess what the email is about often go unread. Respect your recipients' time with a telling subject line that includes the benefit they will receive if they read the message.
Looks good enough to eat
Make sure you've attended to how your email looks so that it does everything you need it to and nothing that it shouldn't. You know that all calls-to-action should be clearly stated and designed to be easily clickable. Conversely, be careful not to format any text that is not clickable in a way that makes it look like a link. For example, only use underlined text for links. Also, watch your use of colored text within a paragraph. This use of colored text could be confused by readers as a link. They are then disappointed when they try to click and find that they cannot.
What, no pie?
Like that slice of pumpkin pie you're thinking about before you even sit down to dinner, landing that conversion from the click-through is your ultimate goal. Make sure the page you are linking to from your email is set up to accomplish this goal. It starts with linking as far into your Web site as possible, instead of to the homepage or general category page if possible. Make sure the landing page is branded similarly to your email so it's an easy transition for the reader. Finally, just like you want to make sure your email is designed to easily allow readers to click through, your landing page should be designed so it's easy for visitors to complete the transaction. You don't want to risk losing conversions because visitors become confused or frustrated with your landing page, especially when they've made it so far.
Following these guidelines can help keep your email readers happy and thankful they decided to sign up for your email.
More specifically, think about what you're doing now that may be annoying readers rather than making them thankful for your messages. In our experience, here are a few things that we've seen marketers do that may make some recipients think of them as turkeys.
No one likes the unexpected, uninvited guest
Marketers often expect that because someone makes a purchase from their company that the person attached to the new email address they just gained will gobble up additional information about the company and other products they sell. In some cases, this can make sense. If the email is sent with the primary purpose of thanking them for their purchase and subtly offering information about complementary items, it may be welcome. However, future blatant sales attempts or even a simple newsletter can often garner resentment and even spam complaints if the recipient never expected to receive email from your company. In many cases, this person may have been happy to opt in, but since they were not allowed that option, they are annoyed that permission was assumed. You have to clearly set expectations about email communications at the time you establish the relationship. The obvious downfalls to not doing this are the negative impact on delivery due to complaints, potential damage to your brand based on the negative backlash, and possible lost revenue from these now annoyed customers.
Serving ham instead of turkey
If your recipients signed up for email from your company with specific expectations of the kind of email they would receive from you, be sure that's what you send them and nothing else. If they signed up for a monthly best practices newsletter, don't intersperse those with weekly product information emails. Readers usually remember what they opted in to, and they definitely remember what they did not opt in to. Sending anything other than what was requested will again garner complaints and unsubscribes. If you've got a great product information email that you think they might be interested in - great! Include information about the product email in the message they signed up for and invite them to opt in. If they don't, respect their wishes and don't send them these additional emails.
Where's the stuffing?
Don't hide an exciting email behind an elusive subject line. "Great sale from Company Name" doesn't tell the recipient anything about why the sale is great. Are you offering 50 percent off, or a two-for-one sale perhaps? What is the sale on? How long will it last? Fit as many specifics, clearly stated, in your subject line as you can. Emails with subject lines that require the reader to try to guess what the email is about often go unread. Respect your recipients' time with a telling subject line that includes the benefit they will receive if they read the message.
Looks good enough to eat
Make sure you've attended to how your email looks so that it does everything you need it to and nothing that it shouldn't. You know that all calls-to-action should be clearly stated and designed to be easily clickable. Conversely, be careful not to format any text that is not clickable in a way that makes it look like a link. For example, only use underlined text for links. Also, watch your use of colored text within a paragraph. This use of colored text could be confused by readers as a link. They are then disappointed when they try to click and find that they cannot.
What, no pie?
Like that slice of pumpkin pie you're thinking about before you even sit down to dinner, landing that conversion from the click-through is your ultimate goal. Make sure the page you are linking to from your email is set up to accomplish this goal. It starts with linking as far into your Web site as possible, instead of to the homepage or general category page if possible. Make sure the landing page is branded similarly to your email so it's an easy transition for the reader. Finally, just like you want to make sure your email is designed to easily allow readers to click through, your landing page should be designed so it's easy for visitors to complete the transaction. You don't want to risk losing conversions because visitors become confused or frustrated with your landing page, especially when they've made it so far.
Following these guidelines can help keep your email readers happy and thankful they decided to sign up for your email.