To all keyholders of the company spam cannon, before causing immense collateral damage by firing off emails that don’t fit with the lovely idea of your brand, follow these ten pointers and, with me at least, you’ll be guaranteed a pair of eyes.
Give me whitespace and time to think
My eyes often refuse to work. They close on the world of advertising and allow me to walk into the middle of roads without realising it.
Quora’s welcome email is an industrial eye-wash station and not only left me opthalmically refreshed, but gave me the most important information, and nought else.
Give me welcome emails (if you have to) and make sure their content is well-defined
Don’t send me continuous wishy-washy ‘your account’ emails, telling me how great your services are. I ain’t got the time, MAN.
Do like the FT and make each of your welcome mails distinctive. You can see from my inbox, the FT firstly welcomes me (manners); secondly, promotes its reports; thirdly, introduces market data services; fourthly, its blogs and multimedia; fifthly, its lifestyle section.
Give me your digits
I’ve opened your email, you’ve interested me with your content, but I don’t want to book online because I’m superstitious and will only buy something from men called Gareth. So do like Lastminute.com and give me a prominent phone number.
Read full article via Econsultancy: Digital Marketing Excellence
