Enigin Advice - Four Deadly Email Sins

January 17th, 2012 posted by enigin
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Enigin Distributors need to make sure their marketing meets muster - in other words, it needs to be sharp, spot-on, and professional.

It is the byline for Enigin Plc that all presentations, training and above all else marketing needs to be excellent, not good, or very good, but excellent.

In modern marketing, email can be a powerful tool to get you business, services and brand out there - but it is far more than just sending out emails.

Lots of things that can go wrong with email marketing, from broken links, typos, unoptimised images and so on, but you shouldn’t focus so intently on tiny technical details while losing sight of the big picture, which is customer engagement.

Keeping in mind the need to tread the thin line between email right and wrong, here are David Meerman Scott’s deadly sins of email marketing.

  • Bad marketing automation.
    The positive benefits of personalisation will turn quickly negative if your message begins Dear [blank]. No subscriber thinks you sat down and wrote a personal offer—but she can reasonably expect that you’ll get her non-personal personalisation correct.
  • Boring content.
    We can’t expect subscribers to share our inherent passion for our products, services and news. So tell a compelling story, and hold their interest with humor, controversy and interesting facts.
  • Lack of variety.
    No matter how much customers like a service or a brand, they’ll lose interest if the only thing its messages ever say is please buy this thing. Mix it up with content that educates and builds relationships.
  • Predictable timing.
    If you send messages on Tuesday morning because someone said that’s when you should send a message, you’re probably missing big opportunities. Find out what works for your company by testing a variety of days and times; you might even discover success with a weekend campaign.

Finally think communication first. It’s important to cross your t’s and dot your i’s, but don’t get so carried away with the details that you forget to simply engage your subscribers.

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