An email marketing plan cannot only rely on pretty templates. Granted: a solid email template design can get you read. But you have to ask yourself: what do you want your potential customers to read? As we get closer and closer to the future, we rely on emails heavily. We communicate with others through them in the same way others used to depend on traditional mail.
Well… there are a few aspects that are different.
We use e-mails frantically. Free server-based emails are probably one of the most abused forms of communication in the history of human kind. When we think of the past, we think of handwritten letters, sent to a loving family, travelling across roads and even through oceans to reach those who patiently waited for days and months to get news. Or maybe we think of short telegrams that delivered entire messages in whatever words someone could afford to pay.
But, honestly speaking, it’s awfully hard to picture a WWII soldier sending a letter to his loved ones with a picture of a cat wearing a hat embedded in it.
Emails are abused and there is a huge load of trash in our mailboxes. From spam mail to these forward messages that run in circles around every office in the world. It is a fact that, right now, in a cubicle, there is someone starting his own little campaign to share a funny email he got from someone else.
And we’ll always be naïve enough to open these messages. Shame on us…
Every transcendental technological change creates new habits. As our grandparents learned how to accept the telephone as part of their lives, we embraced emails as a useful tool. The more they evolve, the closer we accept them as part of our families. Entire families keep in touch through the constant exchange of electronic mail services.
Why this reflection, anyway?
Did you notice that some of the paragraphs above brought you certain images? You probably thought of old films, a cat wearing a hat, a guy in a cubicle and your grandparents gazing at the phone with silent trepidation and how they stare at a computer’s screen with the change of times in mind.
Always remember that the Internet is more a channel for different media than a media in itself. We’ve gone a long way, but this still is a distant, cold channel. However, people find new ways to express themselves using new technologies. Compare how quick emails became a part of our everyday life with the long, strenuous journey telephone service had to endure. Compare how quickly we learned the web jargon and how hard it is to remember a phone number.
Compare your Internet bill with your phone bill…
So, before getting an email template, think about this for a second:
- Information will affect your customers’ choices before making an investment. Emotion will link that investment to his interests, experiences and expectations. Always look for humane ways to reach them.
- Be fun! After years of marketing exposure, people learned how to cut through the nonsense to get what they want from advertisement. So why not giving them something amusing to read?
- DON’T SPAM! Nobody likes spammers. They bloat mailboxes with contents no one reads about things no one is actually looking for. Be precise and don’t forget that you’re not only an entrepreneur: you’re a customer too.
Email marketing campaigns are an affordable way to reach your customer. They will always look for an added value in every offer. Sometimes it’s good to take some time and give them something nice and alluring to read, look at and share. Cats in hats are nice, but you have to have something to say as well.