So many companies are putting their reputations on the line by emailing people they have no previous connection with.


Scampi tails and retirement homes

It was an email entitled ‘scampi tails’ which prompted the writing of this blog about e-marketing.
It was a huge source of amusement when, on the first day back from the Christmas holidays, an email landed in a colleague’s inbox asking if she was interested in purchasing said scampi tails.  Minutes later, she received an e-shot inviting her to buy a retirement home.
As far as she can remember, she has never expressed an interest in receiving special offers for seafood, nor has she entered into any previous dialogue with the company in question. And, although she will be leaving her thirties behind in a couple of years’ time, she is by no means ready for retirement. These were just two of many badly targeted and poorly timed emails we deleted over the last 12 months – not to mention the countless Christmas e-greetings we received from companies we’d never heard of, let alone dealt with, thanking us for our custom through 2013.
I’m sure we are not the only ones on the receiving end of this poor targeting.  However careful we are to uncheck the ‘send me more information’ tick boxes, we have still managed to be included on so many mailing lists. Worrying as that is, our largest concern is that so many companies are putting their reputations on the line by emailing people they have no previous connection with - and probably paying good money to do so.
E-marketing can be a fast and cost-effective way to reach your target audience, and so we thought we would share a few pointers on how to get it right:
  • Get your database up to speed. Narrow down your targets as far as possible – age, gender, job role, region etc. Or, better still, use and manage your own database and keep it up to date
  • Know exactly who you are pitching to, so you can make the email relevant to their needs
  • Make the subject interesting and clever to encourage people to open it
  • Write punchy, concise body copy that grabs attention – don’t just sell, sell, sell
  • Include a link to more information on your website
  • Make it look attractive with good design – but make sure it doesn’t make the email too large in size
  • Include a call to action – call us, sign up, visit our site
  • Review the analytics – know who opened the email, showed interest, unsubscribed, or clicked through, ready for your next mailing.
So while you are sifting through the next deluge of unwanted emails and inevitably pressing the unsubscribe button with vigour, feel quietly smug that your own e-marketing campaign will not be ridiculed in whoever’s office it has landed – providing you have taken our advice!

You might also want to take a look at our blog 10 golden rules for effective email marketing.
The Partners Group


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