Nowadays, I don’t spend very much time on LinkedIn Answers, but the other day I saw a question that I could help out with.
The question: What should never be included in an email marketing campaign?
My (slightly modified) response:
1) Don’t make claims without proof. Skepticism is at an all time high. Everyone is scared of getting burned. If you make claims that you don’t back up in the body of the email, you’re setting your campaign up to fail.
2) Never use deception.
3) Generic language is a bad idea. Craft your message so that you’re talking to ONE PERSON. Be as specific & vivid as possible.
4) Don’t use untintelligible language. Overly technical terminology can kill a sales message especially in B2C campaigns. Refrain from using jargon unless you know for sure your audience will understand.
Confused customers don’t buy.
Use the language that your readers use in their own conversations.
5) Avoid links to unrelated sites. If the body of the email is about consumer electronics, don’t insert links to a Viagra vendor.
5.1) Don’t use any links or make any reference whatsoever to Viagra.
6) The copy should not focus on YOU (the sender). It really shouldn’t even be about your product or service. Rather, speak about the recipient and his/her needs/wants and how your offering can satisfy those desires.
7) Each email should try to accomplish ONE objective. You lose readership when you go off in too many directions.
Direct mail legend Dick Benson once said that “you cannot sell two things at once.” Choose one thing.
That’s what autoresponder sequences are for. Multiple emails allow you to focus on or sell more than one product or service
P.S. If at all possible, the emails should come from a recognizable sender. Even non-spam messages look like spam if they’re sent from strangers.
If you’re emailing cold, attach/associate yourself with someone your list knows and trusts/