Why Your eMail Marketing Campaign Stinks: Internet Marketing 101
Posted by Jody Raines
Internet marketing has made it easy for businesses to reach out and share information quickly. In our marketing tool kit, the email marketing campaign is one of the fastest and most cost effective ways to quickly share information with your customers and subscribers.
And it can also be the deadliest. 
Does your email marketing campaign stink?
I got an email 'blast' the other day. It was so off-base that I had to stop to think. How does an otherwise rational business owner send out an email blast to his email marketing list that just, well, stinks?!?
We all want to stay top of mind with our customers. But that email marketing list is golden. Once a recipient opts-out, it's tough to win them back!
More about the "stink-o-gram"... Our business owner made some critical errors. In his haste to send something out, it was evident that:
1. He probably hired someone to write it for him.
2. He didn't spend much time thinking about what he wanted his offer to be.
3. He probably trusted the person who put it together to proof read.
None of these are a crime, but the result is really criminal - especially considering the reaction that I had. So, first rule -
1. Hire someone who writes better and understands Internet marketing better than you do!
2. If you hire someone who says they 'do' email blasts, take a look at a few they've written to determine the quality of their work. And...
3. Always PROOF READ before something goes out.
Let me share with you my reaction when I got the offensive email in question, and perhaps that will shed some light. I promise not to just complain, but also give you some clear tips to follow to make sure your email marketing campaign gets opened, gets read, and gets conversions.
1. THE SUBJECT.
In my inbox I see the email. It's from a business connection that is an acquaintance. The subject line was about a book he just authored and published - my impression is that it's likely an announcement.
So far, so good. I open the email.
EMAIL MARKETING CAMPAIGN TIP: ENTICE ME! Make the subject line relevant and interesting. For the subject line to read "Our Newsletter" doesn't tell me anything. It's not of value to me and certainly doesn't entice me.
2. PRETTY EMAIL VS. PERSONALIZATION
The email is very pretty, colorful, and yet the first line that I read turns me off. Why? It says "Dear (first name, last name)". Literally. Obviously a field to enter a first and last name that hadn't been populated.
Really! How very personal this feels already.
EMAIL MARKETING CAMPAIGN TIP: EITHER IT'S PERSONAL OR IT ISN'T! "Pretty" only goes so far. It would be better to have an email that isn't attempting to personalize, than to send one where the field is unfilled. The latter is a real turn off!
3. THE CONTENT
The body of the email is about the book this gentleman authored. He describes the important people he's interviewed and how important they are, and the important things that they do.
Ok. I'm not impressed. So, they are important. What does this mean to me?
EMAIL MARKETING CAMPAIGN TIP: WHAT'S IN IT FOR ME? We are all reading your email for one purspose - to learn it's RELEVANCE to me. Yes, it's all about me, but your email must be written from THE READER'S PERSPECTIVE. How does the fact that you've interviewed these important people affect my life or help me do what I do better?
4. THE OFFER.
He then has a very weak Call To Action. I can ask him to do a webinar for me.
Huh?
Why do I want the webinar? I'm not even sure I want the book.
EMAIL MARKETING CAMPAIGN TIP: IS YOUR CALL TO ACTION COMPELLING? Why do I want to have a Webinar? What will I gain, what will I learn?
5.WHERE'S THE PROOF?
The email blast had grammatical errors. Sure, these were common errors, like using "there" when he mean "their", but still, this was about a BOOK he wrote, and although I suspect he had someone (a 'marketing' person) write this for him, you have to wonder about the quality of the book!
EMAIL MARKETING CAMPAIGN TIP: PROOF READ! "Nuff said?
Bottom line - this effort actually cost him business.
HIS EMAIL MARKETING CAMPAIGN COST HIS CREDIBILITY.
Please take into account some of these MAJOR blunders BEFORE you send out your next email campaign.
If you would like some help with your emails, WebMarCom is reasonably priced, and we do things right. Or is that write? LOL!
WebMarCom is an Internet strategy and Web Marketing Communications Agency based in South Jersey and Philadelphia.