Don’t Kill the Romance: 7 Email Marketing Buzzkills to Avoid
It’s the age old story of subscriber meets email campaign. Sometimes it’s love at first sight. Sometimes the relationship takes a little warming up first. And sometimes, it’s just one relationship buzzkill after another.
Is your campaign irritating subscribers more than connecting with them? It could be if you’re making any of these mistakes. It’s time for email marketing couples therapy to save you from turning off your subscribers. Here’s what you need to avoid:
♥ “Info” As Your From Name ♥
Believe it or not, these emails are from two different senders. The “info” sender on top is a museum and the bottom “info” sender is a fire department. These emails just happened to send back-to-back on the same day. Without referencing the subject lines, can you tell which is which? I didn’t think so.
Come on, man. Who are you trying to kid? Info’s not your company’s real name! Why don’t you tell me who you really are? Otherwise, you’re just like all the other generic marketers out there. Don’t be like them. Connect with me using a legitimate company name. It makes you look more trustworthy.
♥ Constantly Changing Your “From” Name ♥
This one’s just as bad as the “info” shtick. A personal touch is one thing, but if you have that many people writing for your email campaign, just stick with a simple company name instead. Otherwise you risk confusing your subscribers and having your messages deleted – or worse, marked as spam.
There may be a few situations when you need to change your from name. But a from name that’s always changing says you’re fickle and not ready for commitment. Huge turn-off. Plus, if you’re always changing your name, how will I recognize you in the inbox? Keep it simple. Pick a good from name and stick with it.
♥ YELLING AT ME IN THE SUBJECT LINE!!!!!!!! ♥
OKAY, YOU HAVE MY ATTENTION! …but can we please stop yelling now? I have a headache.
Seriously, why the all caps? I get that you’re trying to stand out, but there’s a difference between building urgency and being obnoxious. Typing in all caps and using excessive punctuation falls into the latter category and makes me want to delete you so I don’t have to listen to you.
Now where’s the Advil?
♥ Dear Friend/Dear Customer/Dear Member ♥
Hi! Remember me? I signed up for your email the other day. You asked for my first name and I gave it to you. And you address me as “Dear friend?”
I thought our relationship meant something. I thought I was more than just an address on your mailing list. I guess it was all in my head.
If you ask for first names, use them. None of this impersonal-but-trying-to-be-personal “friend” stuff. My real friends remember my name. And you should too, especially since I gave you my name at sign-up.
♥ No Content In Your Blog Broadcast ♥
Emailing just to say you have a new blog entry is like calling just because you wanted to hear my voice, then hanging up. It’s weird.
An email blog broadcast is like a proactive RSS feed. The point is to push your content into your readers’ inboxes. Give them a reason to open your emails. Include some pictures and a teaser for your post. Something more than just a link and the title at least.
Anything less just makes you look clingy.
♥ Mistargeted Messages ♥
It’s like you don’t even know me any more! I’ve been on your mailing list for several years! Don’t you even remember which city I live in? I’m from Philadelphia, not Detroit. So what makes you think I’d care about a city in a state where I don’t even live?
Don’t clog your subscribers’ inboxes with emails that aren’t relevant to them. If you segment your subscribers by location, interest, gender or anything else, use those segments wisely. They’ll feel misunderstood and unloved if you don’t.
What happened to the magic?
♥ Please Don’t Unsubscribe! And Please Come Back! ♥
Look, it’s over. I’ve had enough of you in my inbox and it’s time for me to move on. It’s not you, it’s me. I’m just at a point in my life where I need less clutter in my inbox.
Thanks for the pre-selected radio button on your unsubscribe page to convince me to change my frequency instead of leaving your list:
It’s good that you want me to think things through. But really, we’re over. Even though your persistence on your second unsubscribe page is flattering:
Thanks for the reminder – again – but this time, I’m gone for good.
Oh, for crying out loud! I just ended this 5 minutes ago and now you’re back in my inbox begging for me to return? Now you just look desperate. And annoying. Delete.
♥ What Kills It For You? ♥
Confession time: What are your pet peeves when it comes to email? Dish about the email marketing mistakes that really get your goat.
Are these buzzkills enough to make you unsubscribe from a list? Where do you draw the line between “irritating but excusable this once” and “so maddening that I’m going to unsubscribe?”