I have a friend who’s OBSESSED with Mentholatum — an ointment created by merging Menthol (mint) and Petrolatum.
“Hey, a bug bit me. Let me grab my Mentholatum.”
“AH! Got burned by the fire. Where’s my Mentholatum?”
“Cut my feet in the garden. Mentholatum. Quick.”
Yes, he literally uses Mentholatum in EVERY situation like a cure-all Elixir…
Until…
…
..
.
He was hospitalized.
Turns out, Mentholatum doesn’t contain any anti-inflammatory ingredients, and it’s a DUMB idea to apply it to a cut wound from dirty twigs.
I know.
This sounds like silly behavior, right? You’d be surprised how many business owners are doing the exact same thing.
“I want more sales. Let’s send out more images.”
“I think we should build engagement. How about sending more images?”
“Me want more sales through SMS. I propose using images in the SMS.”
“I know we killed it last promo with plain text story emails. But… can we do images this time? PLEASE?”
Look. I get the love for visuals. But are you proposing this because you see better results with these images…
…or are you doing it just because you want your emails to “look pretty?”
My guess is the latter.
Because I’ve rarely seen image-driven emails do better in any case.
To be continued…
– WYH