Emails from a PERSON >>>> email marketing from some random company.
Every time.
When you get some highly designed email from a nameless, faceless marketing person at a company, you already know it’s a sales message without even looking at it.
And, you know they sent the same message to thousands of other people, too.
They don’t necessarily know or care if its helpful for you. They just want you to buy stuff.
To be fair, that may not actually be the case, but to you as the recipient, that’s how it feels.
I’ve talked about ways to personalize your email marketing in many different posts before. But there’s a very specific way we haven’t covered yet:
Personality-driven email marketing.
What’s that mean? Well, it’s about the details. If you get one of the corporate-feeling emails like I mentioned above, you already know what it’s about. You decide before you even open it if you’re interested or not.
BUT
If you get an email from me, Greg, and the from address is my actual email address, you FEEL like I’m personally sending you an email. Like I wrote it especially for you. And, you feel more inclined to open it. Like its a private conversation between you and me.
That’s what email marketing should feel like. It shouldn’t feel like marketing at all.
Here’s an example of someone I follow who took it the other way, and it illustrates exactly what I’m talking about.
I subscribed to a business coach’s list, and she sends fantastic emails. I know they’re part of a mass campaign, but they feel like she’s speaking to me directly, partly because the sender info looks like this:
But then, sometime last month, I started getting emails with this sender info:
Crusing through my inbox, looking at the listed From names, my first thought upon seeing this was, “Who the hell is that? I don’t remember signing up for this list.”
I went from an engaged user, reading messages fairly regularly, to someone who wanted out. Another spam email I’m going to have to unsubscribe from.
A couple weeks and a few emails later, I actually opened one. Finally had a minute to cut the cord. It was then I realized this was the same person with a new name.
That’s how easy it is to take someone from interested and engaged to unsubscribe.
So, the message here is two-fold:
1. If you’re already doing it the personalized way, KEEP doing that. Switching things up in the wrong direction is a great way to tank your engagement.
2. If your sent from info is random, generic company info, change it to an actual person. Preferably the person the body copy is designed to come from. I guarantee you’ll see an instant bump in engagement.
And, more engagement = more revenue! Promise.
Want a quick audit to find issues like this and other minor fixes that can have major impact? Contact me today and let’s go over your current situation!
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