Email is one of many arrows that marketers use to target consumers, yet as any good archer will tell you, if your shot is executed poorly, an arrow can do more harm than just simply missing its mark.
At AE, we saw this firsthand when, during a 13-day period earlier this month, we received 11 – yes, eleven – emails from the same source.
Here’s a random sample of the subject lines …
Stop Trying So Hard…
Is Everything Ok?
Got Plans this Evening?
Sorry if I Offended You
Am I Still Welcome in Your Inbox?
Should I Unsubscribe You?
Is Today Goodbye?
Guess what? He’s not even close to winning it. Why? Because he forgot the simple rules to effective email campaigns. So, to help here are a few email tips from our team:
Context is Key
Before you can close a sale, you need to establish credibility and a value proposition. As Ted Rubin preaches, digital provide brands the opportunity to look people in the eyes and build relationships. One click does not equal intent to buy or be sold immediately, so be careful. Build a relationship and the rest will follow.
No question in our busy email, digital and social worlds we may not see everything. Yes, frequency helps, but it can hurt as well. If there’s too much frequency, brands come across desperate and annoying – and it’s almost impossible to recover from that sentiment.
Subject Lines are Not Head Lines
We’ve all seen and responded to click bait at some point, but what works in some mediums doesn’t work in others. Not only do you risk being flagged as spam with some subject lines, most consumers might worry about viruses or data security with subject lines like “Got Plans This Evening?” We don’t care what you’re selling, we are deleting immediately.
Take a Hint
If you are not getting a response, click or even an open after 3 to 4 emails, it’s time to adjust strategy. And by adjust, we don’t suggest doubling down on another 3 to 4 emails in as many days. Consumers are savvy. If they want something, they will act. If they don’t act, remember it’s OK. Maybe the consumer isn’t your right audience, or timing is off. Again, see Tip #2 and remember that frequency can actually kill brand credibility.
If yes, share below in the comments. Here’s to hoping that our marketing archer considers these and other email strategies the next time he tries to hit the mark.