I’m subscribed to a few email lists and company newsletters. Some of it is formal and informative, some of it storytelling or creative writing.
I appreciate when the content lands in my inbox, and, I generally get to most of what comes through.
While helpful content is welcome, there are a couple of ways that companies and digital advertisers can de-value their brand and emails altogether.
Let’s have a look
- “Opt outs” vs. “Opt ins” – The opt in is the way to go. I shouldn’t be automatically added to a list. There needs to be an opt-in in the first place.
- Hidden unsubscribe buttons. If your unsubscribe text is dark grey on a black background, or, if there is purposefully a page of white space before the tiny unsubscribe link at the bottom, it just tells me you’re aware there’s a lack of value and that your intent isn’t good.
- Wait for months, then email with a huge long list of stuff coupled with a sense of urgency, followed by a call to action (CTA) at the bottom. Where were you for months?
- Sell, or pass along my details as part of your list to another company. This goes without saying.
- Updates versus value. When we only get updates about your company or organisation, it’s very clear that the email is about you, not the audience. Updates are fine, and, value is better.
- False urgency or tricks to steal attention. When you call us to “attention” in a headline, all caps, or overusing our name, it burns a little energy. In our brain, this actually elevates cortisol. If this is justified, great. But if it’s not (your call), then it burns a little trust.
At the end of the day, email can be an amazing tool to send and receive valuable updates from our friends and colleagues.
And like all things, when we humanise this, and focus on “intent” we start to see why sometimes it’s welcome, and sometimes it makes us squirm.
