Email Marketing
Think like a customer
Direct marketing. It’s not rocket science, it’s common science/sense! Still with me? Something in short supply this week, when my email inbox went ping.
In dropped an email. Ok, so I’m no GDPR expert (but I know a man who is (https://markgraceygdpr.co.uk) but first off the email was unsolicited. I didn’t ask for it. I didn’t agree to receive it, while conscious.
Secondly, no salutation. Surely, when you send an email (even to your mum or the dog minder) you say Hi or similar? If you’re expecting me to do business with you, the least you can do is say Hello or Dear “prospect with a million other emails to read!”
Thirdly, absolutely no intro line to link what they’re offering with what I need.
I think we’ve ascertained the email wasn’t meant for me. Even if it was, it’s not until paragraph 4 that they tell me what they can do for me, “we’ll help you with logistics … we will help you improve your bottom line” before heading back down the road of detail about their different methods of fulfilment (theirs spelt the US way).
But they're lucky, as a marketing nut, I want it to be better. So the reader they can help … wants them to help.
So, a few little tips if you’re embarking on email marketing:
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I’ll leave the GDPR rules to the GDPR specialist, but basically you should only be emailing your contact if they’ve agreed to receive it
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Always assume the recipient is already busy and distracted (think of your inbox)
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This email is simply a fishing hook
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Leave detail, especially the rambling kind, for another time
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Open with a friendly but professional salutation (Dear xxx, Good Morning/Afternoon)
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Align yourself with their business quickly
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Be upfront with how you can make a difference to their business/demonstrate benefit
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Show not tell
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Back up with a little supporting evidence
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Lead them back to your website/landing page (not elsewhere)
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Clear call to action
Hope this helps focus your mind, when it comes to writing your email marketing content, but if you’re struggling to find time or just don’t know where to start get in touch vicks@footprintwrites.com
