When email frequency gets REALLY annoying

Ilogmein‘m a big fan of LogMeIn.  It works well and gives me great control of desktop PCs from an iPad.  I’ve got the free version and naturally the company are keen to get me to sign up to their Pro package and send me special offer emails to encourage me to upgrade.

BUT… how many “last chance” emails do they need to send me?  I’ve counted 5 in 2 days, which seems more than excessive.  Not to mention factually incorrect – surely it should be “only four more chances to save…” etc 🙂

I don’t know how many more times I’m going to be offered a last chance as I’ve now unsubscribed and they have had their last chance to influence me.

Am I going to uninstall their product and use TeamViewer?  No.  But I won’t be hearing from them again and doubt I will spend money with them.

So think carefully about what impact repeated offers will have on your subscribers.

The perfect email

It’s not often that I get the perfect email – one that beautifully illustrates all of the various different points we go on (and on) about in designing effective emails that sell.  But I got one this morning!  And here it is.

So let’s look at this from the top…

  1. SpigenSubject line.  Arguably the most important part of the email, the subject line should entice the recipient to engage with the message and, if you are not viewing the content in your preview pane, to open the message. Fail.
  2. Sender name.  Different commentators argue that the sender name is now more important than the subject line in getting engagement.  At least this sender has included an alias but just the company name???  Surely something a bit more personal…  And take a look at the email address.  I don’t know about you, but that does not look to me like someone I know or would want to trust.
  3. Sent to.  I’ve not got the first clue who =?utf-8?Q??= is, but I don’t know how to pronounce it and I certainly don’t answer to it.  Is this personalisation gone wrong?  Who knows.  big fail.
  4. Content.  Finally!  Lets have a look at the message… Oh well.

Who are you?

An email has a couple of seconds at best to catch the readers attention before it is deleted or ignored.  Conventional wisdom was that recipients checked the email in this order:

  1. Subject line
  2. Sender
  3. Email body in preview

But I would argue that the first thing most people now check is the sender.  We all get so many emails that the sender name tells us more than anything else about the email.  So when I receive and email from this sender, what do I think:

unmonitored

 

 

 

Clearly not a “listening business”!  Delete.

So, be creative when sending your emails, don’t just put a name in the “from” box, give a hint of the benefits of reading more or use some special characters – within reason…

Should the DMA know better?

We’re all human and make mistakes, but if you set yourself up as the arbiter of correct behaviour in a market, should you not live up to some sort of minimum standard?  Or am I just being a grumpy git? 🙂

Got this email from the Direct Marketing Association today:

dma1

So it looks pretty reasonable without images loaded, although I do think that they could use a wider template.  I suspect they are trying a “one size fits all” to work on mobile devices as well as email clients – responsive design guys??

dma2

So the primary link is clearly the blue URL right at the top of the email.  That’s what they want me to click on as it’s at the top of the email – right?  erm no…  This is where the link takes me:

dma3

Ok so they’ve put in a bad link.  I’ve done the same (more than once) so can forgive them that.  But the story looks interesting so I read on and click the link in the body of the email and it works – I get to the DMA’s website.

Excited to read the content, I’m frustrated to find I now have to register with the site to view the content.  Oh well, I’m sure I’ve registered before, so I eventually have to register again as I can’t find the login.  I get sent an email that needs me to click on a link (yes, double opt-in, good practice in action).  So now to view the content I’ve tried so hard to get to…

dma4

What!!  I’ve just registered.  Now I’m told that the registration I was offered was not enough to give me the content I was offered in the email they sent me.  I give up…

However there is an important message here.  If you have content to share with a segment of your newsletter audience, create a segmented list and only send articles that the recipients can access to them – or risk royally upsetting them.

 

 

 

Someone at Sainsburys pressed the send button early!

Ouch!  We all know the feeling – you hit the send button them instantly regret it.  But what if you are sending on behalf of one of the UKs largest retailers?  Double ouch!

So I get a message from Alchemy Worx this morning and open it expecting it to be their regular newsletter.  It’s got an odd subject line, but maybe they are trying something different.  What I saw in my email is this:

sainsbury1

But when I open the email I get this:

sainsbury2

 

  1. The yellow highlighting is me.  But the rest is very much down to Sainsburys and their email sender.
  2. The subject line must be an internal reference.
  3. The sending email address is the default one for Alchemy Worx, who I assume are the sending agent for Sainsburys.
  4. The second worst bit for me is the mailmerge failure in salutation.

The worst bit took some hard work to capture for you, but see if you can see what is wrong with the email if you finally get to the bottom…

sainsbury3

Bit too long maybe???

Just to add insult to… well, more insult, I replied to the email saying maybe they had let a test loose into the wild – gone feral 🙂  but the email bounced straight back to me.  wonder how the conversation with the Alchemy Worx account manager and the Sainsburys Marketing Director will go…!

 

Why the RAC failed in this email

I receive a well laid out, well written email from The RAC today.  So why is it a total fail?

There are two problems:

1) The RAC don’t have my permission to email me on my personal email account.  So this is not only SPAM, but it’s also against the law!  Oops…

2) There is also a requirement for the Unsubscribe function to work.  So, even if they did have my permission to send me this email, it would still not be compliant with UK email law as the unsubscribe link highlighted in yellow above simply takes me to a landing page on their website that tries to sell me RAC breakdown.  Nice 🙂

Looks like the RAC have had a breakdown!

 

 

 

 

 

 

 

How not to do your Happy Christmas email

Amazing!!  I receive an email from someone who has added me to their marketing list and feels they know me well enough to send me Christmas Greetings… But what do they send?  a big blue box!

I wonder how that has developed my relationship with this business?

 

 

What’s in it for me?

So, I open up my email this morning and work through the 20 or so messages that have arrived overnight – deleting most of them.  Then I start my days work but forget to close me email.

At about 9.30 ! receive this message.  Full marks to the email marketeer for delivering it at a time when I’m interruptible and therefore likely to review the message.

Big fail on the content!  I click on Outlook with the message highlighted and what do I see?  An empty blue box…

Now, I know that I can go to the top bar and download images, but I know I’m just going to be presented with a big company image and probably a photo of the person sending me the message.

This marketer has failed to answer the basic question “What’s in it for me?” in the first two seconds of me reviewing the message – DELETE!

So, learn from this… if you want to put your company logo in your marketing emails (why would you?) at least put  it at the bottom of your email below the signature.  And please, please don’t put a bloody great photo of you, your product or anything else at the top of the message.

I want to know what you are saying to me, not how great you are.  It’s easy to get my attention: tell me what I will get from reading your message.  I may not want what you are offering, but at least you’ve given yourself the opportunity of being heard.

Rant over…!

The dangers of automated emails

When I raise a support request, I do expect a degree of automation, if just to make sure that requests are dealt with.  But avoid the perils of pre-formatting email replies so that an operator typed response goes into standard text like this one I received today.

What is the “call to action” to here?

We got this email today:

What catches your eye in the email?  For me, the thing that stood out most was “Click here to unsubscribe”.  Surely not the intent of the email?

This is yet another example of not checking how an email will look when a user does not download the associated images – which is on average 90% of your audience!