The email address is the holy grail of digital access and you’ve got it, somehow. What you choose to do with it is an entirely different ball game. A small portion of the email communications I receive are excellent, some of it is fair to middling but the majority of it is just plain awful. Many of these communications are sent to me blindly (see Buy-Now-Viagra!!!) others were initiated by something I signed up for somewhere down the line (Twylah) while other email updates I expect like (Chromium) or (Registration/Sales receipts) and finally there are the communications I look forward to receiving (Smashing Magazine Newsletter). In all the above cases your key to my inbox is the possession of ian@eatmedia.net. Here are 4 email communication questions I encourage you to think about before hitting send/post.
1. Who are you again and how did you get my email?
When I receive an email the assumption is that it was sent to me, and only me. If a message is sent to a prospective customer and it feels like it was sent to a million other people your intent gets slippery and the angle of repose increases. This sits in stark contrast to a billboard or TV advertisement, which I know is broadcast to a zillion other people. Despite the knowledge that I am not “the one” these emotional-contextually ads feel even more impressive when they work. The biggest difference between TV/Billboard and an email-initiated communication is audience focus and location. It’s my inbox, my email address and in-turn some permission-based respect is expected when you contact me.
Ways you got my email:
-You scraped my email or bought a list. [You're playing a numbers game hoping that 1 in 100,000 people will respond.]
-I gave you my email address and you took that as a license to communicate with me about everything. [You're hoping I'll I remember why I signed up and keep your brand in my thoughts just in case.]
-You inconsistently send out updates in a voice that assumes I’ve been keeping track of your every move. [You're posturing.]
-I “traded” my email address in exchange for specific content. [Whitepaper download.]
-I gave you my email address because I am genuinely interested in your brand, service or product. [Basis watch.]
2. Are you communicating to me or to 1,000,000 “me’s”?
Communicating with me via email is either very easy or very difficult depending your goal(s). “Communication requires a sender, a message, and an intended recipient.” It’s the “intended recipient” part that is often misunderstood or ignored. On one hand, every communication cannot be 100% customized — entirely impractical. On the other hand, FIRST_NAME in a MySQL database is not indicative of an “intended recipient.” The trick/craft lies in making me feel like the email was sent to either:
Me only.
Success details: You know why I gave you my email to in the first place. Are aware of any support tickets, demos and purchases, etc. As well as where I am in your buying/attention cycle.
Other people like me.
Success details: You make me feel like I am part of a tribe of smart, informed people.
People I want to emulate or be aligned with.
Success details: You make me feel like I am behind the scenes with the cool kids. Privy to trends, behaviors and events that I wouldn’t otherwise know about.
3. Is the content relevant?
“Why are you sending me this?” — Not the reaction you want from people receiving your email communications. While I’ve recently shied away from the concept of “building trust to knowingly exploit it for a sale later”, there is something to be said for being interested in your customers and being consistent with your relationship with them. Analytics are the equivalent of “How have you been?” Content is only relevant when you put the needs of your customers ahead of your needs to contact them.
Post-purchase
This is a generally accepted and expected communication practice.
Service/Activity related
In this form of communication I’ve opted in to be notified when something happens on your system or my account.
Consistency
Another type of opt-in communication that works if and when it is consistent. Newsletters, surveys and something else here
Special/News
Slippery slope here that is too often “special” and “new” to the sender but not the recipient. Works when it is calendar conscious, industry conscious and in turn targeted.
4. Is the content presented well?
There is no such thing as utility content. Any communication with your customers, or prospective customers, is a showcase of your writing and design skillsets. Design exists to communicate. And if you don’t have the time or talent to properly design your content, don’t be surprised when it: Raises more questions than it answers, is ignored, or entirely turns people off. Attention to detail is what separates a Ferrari from a Ford Focus.
Copywriting
It is more than information on a page. It is a commitment to understand how your customers, constituents and friends want to be spoken to. (+ best-practices)
Design
There is life beyond Verdana and Arial and starbursts.
Information Hierarchy
EVERYTHING PIECE OF INFORMATION CANNOT HAVE THE SAME WEIGHT AND PRIORITY
CTA
What do you want people to do with the information you are providing to them? Is this clear and engaging?
-Ian
