An Email Campaign Message Mistake
• Make Sure The Information You Provide Is Thorough •
• Don’t Encourage A Potential Customer To Hit The ‘Delete Message’ Button •
Today’s post is due to an actual email I received this morning. I am subscribed to the person’s mailing list.
The ultimate purpose of this individual’s weekly email is to provide a tid-bit of information that will hopefully compel the reader to visit his website at a specific time on a specific date to listen to a free online broadcast.
Of course, the real purpose of the email which pitches the free broadcast, is to get people to visit the website, where they just might want to purchase the goods and services the website owner offers. That’s fine. Afterall, this makes good marketing sense.
But every week, I see the same glaring error in his email campaign’s message that makes me shake my head. Though maybe you’d say “so what’s the big deal?”, I think it is a big omission of information that might be the make-it-or-break-it (DELETE it!) deciding factor for many people who are reading the email.
OK … So What’s The Mistake, You Ask?
I’ll tell you what the mistake is … he doesn’t provide the TIME of the broadcast. Now, you may say “Good for him! That just encourages people to click the link to go to his site to find out what time the free broadcast will be.” And yes, maybe you are right.
But I’m going to suggest that because this person isn’t a big successful online-marketer, who can gain instant reader-interest in his emails merely because his name is the one listed as the “Sender” … he ought to provide the actual broadcast time, too. That way, in a split second, the reader knows whether he is offering a morning versus afternoon or evening broadcast.
Have you noticed that almost 100% of the time, if a “big name” online marketer sends you an email offering a free broadcast, they give you the time and the date? There’s a reason for this, and I’ll say that it simply comes down to providing the information up front. A “user friendliness” issue that they are applying to their targeted email campaign message!
So my bottom line is this: If that’s the way the successful online marketers provide information in their email campaigns … then that’s how the rest of us ought to do it, too. Provide clear, concise information from the get-go!
