Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
Join Our Research Team at DMA 2014
Aug 13, 2001
Blog Post

Make them want to open your mail!

SUMMARY: No summary available.
Ouch! I just got a copy of a corporate email newsletter for my old company. A newsletter which looks just like one I myself launched for them back in 1998. And it's a total time warp. Very little's apparently changed.

Some of the biggest mistakes (which every email newsletter should avoid at all costs):

- subject line reads, "PBI Media News: August Issue" -- not remotely a open-me-now proposition! and they didn't need to waste valuable subject line space on the company name because it's already in the "from" field.

- when it opens in my Outlook preview box (so I can decide whether to open it all the way or not), they waste space on general intro information which means the table of contents is not visible. OK, quick note: the table of contents is the ONLY reason most people decide to open an email letter all the way up.

- the very first article is a promotional announcement for one of the company's own products. Turns out, people respect you more if you give them value up front and then slam them with the marketing lower down. (Which admittedly is hard for a gung ho marketer to bring themselves to do.)

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.