This is a screen shot of my Inbox. I received an email this morning that kind of ticks me off and is a lesson in "What NOT to do for your email newsletter."
Being in the print & marketing business I subscribe to the PaperSpecs email newsletter. I find the information useful from time to time and a good knowledge of papers can save my clients money. So being tuned in to what PaperSpecs offers keeps the knowledge fresh. It's not an email newsletter that I devour each time it comes in, but I do open it and glance at the subtitles for anything interesting.
Today the SUBJECT LINE got my attention, "Insane deals on quality printing." Now usually if you go to the trouble of crafting a compelling, attention-getting subject line, that's a good thing. In this case, it's part of the reason I'm pissed off at PaperSpecs. My first thought (from my printer's perspective) was, "What kind of "deals" is PaperSpecs offering on printing? Do they mean paper? Paper prices?"
Then you read the top line above the picture, "…a message from one of our partners…" It's an ADVERTISEMENT! No news here! I didn't sign up to get solicitations from anther printer. So now I am considering canceling my subscription because I consider this SPAM.
MARKETING TAKEAWAY:
- Keep your e-letter information relevant to your audience.
- Craft compelling, attention-getting subject lines.
- Don't abuse the PRIVILEGE of being allowed into recipients inbox.
- The recipient defines SPAM is, not the sender.
David A. Moore is a cross-media marketing junkie fueled by Mountain Dew. His habit is supported as managing partner of Advantage Printing, a commercial print and marketing service provider serving small to mid-sized businesses, nonprofits and churches.
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