Reply, forward, ignore? Why your marketing emails get binned
“Should we reply to this? Or forward it on? Or just ignore it?”
Email response after query to regional body dedicated to helping local businesses, from a local business#
Email remains a killer mechanism to connect with your target audience and to encourage engagement, but how do you avoid the kind of device inertia so prevalent now we are reading our emails over various devices, with the all the attendant user experience downfalls and pratfalls that this involves.
Worse still, despite the fact that handling email is a naturally task-orientated activity, your average user is often multi-tasking like crazy with other apps, social networks and even, sometimes, real live human beings in their vicinity.
Are your carefully crafted calls to action getting lost in the scroll? Here’s five ways to super-size your email engagement….
ONE Do incentivise. People are time-poor, natural procrastinators and inherently conservative when asked to relinquish their attention and data. If your mass email communications are asking for further deliverables such as filling out a survey, you need to get specific.
Tell them what it is about. Tell them why it would it be helpful to you if they do, if you can rely on a smidgeon of brand loyalty. (A rare and beautiful thing). Tell them why it might benefit them, either immediately or on a macro scale. Give them a genuine pay-off such as a downloadable ebook, a voucher for future interactions, or a promise to reciprocate some social network leverage.
TWO Don’t assume high levels of buy-in by using press release superlatives. Even when businesspeople have their feet up, we like to see ourselves as being super-busy and super-important. You may have slaved over that enthusiastic blurb, but your recipient just isn’t that bothered.
THREE Don’t be vague about how you will handle their data. If you ask for turnover, explain who will see this data otherwise questions like this will have your previously engaged customer bounce right out of the task.
FOUR Do personalise – the experts in the user experience analytics business haven proven again and again how take-up increases if the email includes the recipient’s name. We are all vain as hell.
FIVE Don’t expect them to visit a website to read about your end game – if your recipient is on a mobile, using data, in a hurry and not particularly embedded with your brand, leaving their email app will be a big turnoff.
Oh yes, and try not to multitask and accidentally forward an email to a business owner that their enquiry is probably going to be binned. As I said, we are all vain as hell.
#Quote redacted to hide recipients