Everyone likes to say:
~ Our chocolate isn’t just a chocolate, it’s an experience
~ Our jewelry isn’t just a jewelry, it’s a story
~ Our healthy snack isn’t just a healthy snack, it’s a statement
Well –
Your email isn’t just an email, it’s an experience, too.
Most marketers will tell you to “only sell the click.” Crank up the curiosity to level 11, spice up the CTA with benefits and urgency, and shrink your email to as short as possible. All you’re trying to do is funnel people onto the website—ASAP.
I used to believe this, too.
BUT
When I look at my own shopping behaviors:
– I stop reading emails that are pure curiosity, no “meat”
– I unsubscribe from newsletters that just want me to click
– I ignore brands who do not make their emails enjoyable to read
Because every morning, I wake up to 16 to 21 unread newsletters—not even including messages from my clients.
I will do one quick scan of all the sender names. (yes, most of the time, I don’t even care about the subject line *shock*) Make a subconscious A pile vs. B pile decision on what I want to read today—and what I’ll read later. (Read: Never)
And if I skip the newsletter for one or two weeks…
I unsubscribe.
So, if you want me to stay on your list… open… read… and buy from your emails… then respect my attention. Make your emails worthy of my time.
Turn your emails into an “experience” that entertains, encourages, or enlightens me. If you can put a smile on my face—you will forever be top-of-mind.
(Or you can use discounts to train me to never buy at full price. Up to you)
Talk soon,
– WYH
PS – Again, my retainer is full for January. In the meantime, shoot over your marketing questions, and I’ll share my experience.