You can usually tell a “selling” email at a glance, according to email sales process specialist Carl Wheatley (www-nett-sales.com), because it’s “all bells and whistles”… pages crowded with fancy graphics and images with lots of HTML links to pages, products and articles on the sender’s website.
There’s lots of “me, we and us” talk: “we’re the biggest” “our product is best”, “we do this, that or the other” (big yawn and cry of “So what?” from the receiver). It’s a one-size-fits-all message, with no consideration for making it “fit” with the receiver.
Other, similar, emails are often sent out from the same sender regardless of earlier reaction and response (or lack of) . Whereas, the emails that produce better results are often fairly plain and simple, the equivalent of 1 side of A4 or less, so the reader can grab it in a glance.
Content is skewed towards the receiver and their particular interests and needs as shown by the segmented database. Content is all about them, customers and prospects, rather than about us, the sender.
Ideally, our emails should be followed up with telephone call or individual, bespoke follow up mailer or letter tailored according to recipients’ responses to our previous mailers.
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From time to time, things happen in even the best-run enterprise that make us think that maybe all is not well.