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Spend enough time wading through spam emails and you’ll be amazed at what you find. From dodgy salutations to cringe-worthy formatting, on a very slow day this makes for a good few minutes of entertainment.
Here are some of the most ‘creepy’ elements of bad email-ship:
This is usually an attempt at making a company look uber-friendly, since the emails they send you are formatted like a buddy would send them.
The downside is that sometimes we sign up with nick-names, tags or misspellings which can quickly turn a harmless greeting into a spammy annoyance. Seeing “Happy Birthday JaneDoe101!” or “JaneDoe101 we miss you!” littering up your mailbox is usually the first step on the way to an unsubscribe!
“Dear Sir/Madam” or “To whom this may concern” are clear-cut indicators of cold calling (or cold mailing) – sure they’re gender neutral but boy are they impersonal. They scream “Someone, anyone – please read me!” rather than seeming relevant to the recipient.
It’s true that the call-to action is a huge part of the science behind a smooth conversion, so putting in punchy phrases like “click here!” and “buy now!” seem standard procedure, but there is such a thing of over-doing it.
Ultimately, I don’t want bossy emails, and legally anything being sold is an ‘invitation to treat’ so in your next sales email, try the passive approach with an A/B test to see what gains a better reaction.
It’s been a while and there’s a lot to say, but how long do you think I’ve got? People are time conscious, say less!
If you need to explain something a nifty way of doing so is by linking back to a blog post published on your website. Not only is this considerate of your customers, it’s also potential for indirect conversions; they may just browse other parts of your website…
And in taking my own advice, I’ll keep this short and sweet – but feel free to add any other examples you can think of in our vowel to make electronic mail, sustainable! ;-)