We’ve heard it all…
People have the attentions span of a goldfish, about 8-seconds.
Maybe a gnat.
We get it, it’s short.
We hear smart device usage lords over desktops by 67%… 78%… and according to a recent article in fortune.com, 85%.
Again, we get it.
Optimize for mobile use if you want to be read.
But still, customer retention and growth could be crumbling away.
Why?
We overcompensate.
Instead of e-mail copy holding the attention of a reader, giving helpful information, entertaining with value, or actually bringing sales…
we get skittish and give in.
We’re so afraid of writing something which loses their attention. We fall prey to overcompensation.
We load up our e-mailer, shove in a few icons, images, and other eye-candy…
Toss in a sloppy subject line and message to match. Something like…
20% off ______ Guitar hoodies.
Or…
15% off our signature amp.
And out it goes to your list in the name of customer growth or retention.
And what’s wrong with that?
Not a thing…
If you are going for a world record in how many times you get flicked off the glass in an hour’s time without being read.
Unless I’m in the market for a hoody, a signature amp, or whatever it is you’re peddling today… I’m not opening your e-mail.
And what are the chances I’m looking for those items in any given day of the week, month, or year for that matter?
Not much.
And what about those images?
Relying on images to do the selling is a big mistake today.
A logo and one or two for effect… maybe.
But since people are reading on mobile, and many mobile devices don’t even download images? Or people have that setting turned off?
Write your content so it’s not reliant on them. Because, many subscribers will never see them.
It’s like playing Russian Roulette with your list.
Every time you send out an e-mail tricked out with glitter and fancy templates… it’s like loading one up in the chamber…
Giving the cylinder a spin, pointing the barrel at your list, and pulling the trigger.
Over compensating for the lack of valuable content is not worth risking an extremely valued asset like your e-mail list.
That’s called disengagement.
In today’s environment, with a new recession looming in the distance?
You can’t afford disengagement right now.
And that’s not even the half of it.
How many of us want pitch – after pitch – after pitch – after pitch thrown at us? In-box nags, until I wake up one day and realize…
Why am I even getting these things anymore? I never read them!
Flick, DEL, poof! I’m off your highly valued list.
All you’re doing is training us to not read your e-mails. Until one day we wake up, realize we’re tired of deleting them, and unsubscribe.
So, what is the answer?
How about short, punchy, valuable e-mail copy that’s optimized for mobile reading?
Something useful.
Something people look forward to reading.
Something entertaining… if done right.
It’s okay to put a pitch in your e-mail. In fact, I recommend every e-mail should have some sort of call-to-action in it. After all, you’re there to help people, and your products and services do help them.
But here’s a little inside scoop.
Don’t make it your focus.
you want it 80% help and 20% pitch… tops.
It’s simple.
If there’s no reason for people to open your e-mail, you’re a pain in their glass.
That’s not what you want.
Not if you want to makes sales, retain relationship with your prospects and customers.
Consider this a public service message.
If you’re sending out e-mails…
Which by the way e-mail is still king over any other marketing method dollar for dollar…
Make it worth your while to send them out, and your prospects to read them.
Take the time to find out who your customer really is.
Are you an online guitar instruction site?
Those guitars need maintenance and repair, cleaning and proper humidification.
Give some helpful tips for that.
It won’t be the death of your business to give them a new chord and show them where to use it either.
It keeps them opening your e-mail, because there’s something worth reading inside.
But there’s a catch.
So much information is on the web. They can get it anywhere.
Come up with something original.
Or, make them want to come to you, rather than anywhere else.
And one more thing.
How often should you e-mail your list?
That’s a biggie.
No less than once a week. And depending on your list, it could be as often as once a day, or more on occasion.
Again, it all comes down to whether you have something of value or entertainment to read. Something worth their time.
Are you beginning to see what should be the backbone of your e-mails?
Value, not pitch.
Need help writing them, or want coaching how to write them yourself?
Reach out to me anytime. It’s not worth losing the list you worked so hard to build.