Email Marketing Best Practices: Make Your Email Newsletter More Personal?
A thought for 2011: Make your email newsletter more real.
The world is increasingly social and connected. I predict we’re starting to expect that we’ll only hear from real people and buy from businesses we can associate with names and faces.
It’s only a prediction, mind you. Most websites I visit and email newsletters I receive remain generic. Only blogs are typically personal, meaning you see a name and a photo of a real person. Websites and email newsletters, on the other hand, often lack names, faces…any real people at all.
What if you changed that? Changing your website is a big deal, I realize. But changing your email newsletter? What if you made the From address a real person? (With some kind of branding, of course, so the recipient would know whom it was from. For example, an email newsletter from ClickMail might be From: Marco Marini, ClickMail Marketing, instead of simply from Marco Marini. Your subscriber will know the ClickMail name but not necessarily your CEO’s name.
And what if you added a photo of that person? And included a welcome letter written more like it was from a single person, not a marketing department?
The bulk of your email newsletter content would stay the same. But it would be in a much friendlier, more “social” context. You might just improve email deliverability as a result, as your subscribers are more receptive to an email newsletter perceived as more personal than a corporate one!
Just something to think about! Or test!