When you think about it, an email inbox is like someone’s home. And when you’re invited into someone’s home, how are you supposed to behave?
As marketers and small business owners, we try to provide the best service we can. Your email marketing campaigns should be an extension of your brand and the great customer service you try to provide every day.
We should treat our customers on our email list with the same courtesy and respect we would if we saw them in person.
What does that mean in email marketing?
It means:
- sending only the most helpful, useful or entertaining emails to subscribers
- paying attention to how often my subscribers want to receive emails
- having an email content plan and calendar.
- running every email through a thorough checklist before hitting Send
- respecting subscribers by making it super easy to unsubscribe
- caring more about quality than quantity of subscribers
- allowing subscribers to hit Reply and have the email answered by a real person (maybe you!)
- writing subject lines that that are sincere, entertaining, informational and never spammy
- never sending emails full of false urgency, false besties, false extended offers, countdown timers or personalized to the point of creepiness
- making sure every email you send leaves your subscribers a little better off
- knowing what your brand stands for, and making sure this is reflected in your voice and tone
- paying attention to your copy, right down to punctuation
Pass all of your emails through these filters to:
- Reduce your unsubscribes
- Build trust, loyalty and good will
- Enhance your brand