Emails need relationship reminders
53If you're anything like me, you're probably subscribed to a few (or many more!) email mailing lists.
One of the big reasons I subscribe is that I'm a copywriter and marketer -- so it makes sense to see what is working for others and keep on their lists. I can spot trends (like subject lines, copy length etc) and later on, because I catalogue my emails carefully, I can review "campaigns" to help me create my own.
In other words, it's a great "swipe" file asset to come back to later on.
For these emails, I use my Google mail account for a few reasons, mainly though because it has great filtering tools (to sort incoming messages) and plenty of space (over 7Gb for free).
There's at least 40 or 50 lists now that I'm part of. And virtually all of it is filtered, often by the sender's email address.
So -- when the sender changes their address (or writes so infrequently that I haven't setup a filter) -- their message lands in my main inbox, rather than filtered into their own folder.
Even if they use their name in the "from" field, I can have a hard time remembering who they are at times!
It's like going to a seminar, meeting 35 people, and a week later trying to remember them all.
You need prompts -- if you have their business card and jotted down a note, it can trigger your memory. (That's another reason I love photos on business cards).But if they're smart -- they'll prompt you when they contact you -- for that very same reason (to trigger your memory).And that's what is missing from many emails.So when I get one of these "unknown" emails, I have a hard time remembering where or how I came across the author.And then if the message is pretty much a sales pitch or I find it of little value... I simply unsubscribe.I'm gone. Off the list. I cannot remember our "relationship" so it's easier not to have one.I'm willing to bet there are lots of people in this predicament.Here's what I would do ...
When you email your list, remind them of your relationship up front! You could use a small series of dashes "- - - -" to separate that reminder from your message, so that it doesn't distract from the reason for your email.You could even say thanks here for being on your list, and remind them of the value you deliver (and what you do).As email lists grow and grow, and more marketing is done via email (hint: that's a great reason to market via print!) -- remember that not everyone will remember who you are, the value you deliver or the relationship you have.A Second Lesson...
Did you notice a second lesson here? If you change your email "from" address, you suddenly might find your messages "break" a filter or are no longer on your customer's white list ... so be very careful with that.If it is used as a tactic to bypass filters, then it may also bypass whitelisting -- I think that tactic has more downside than upside.To your marketing success,DeanPrintShare it! — Rate it: up down flag this hub
