Three Marketing Email Crimes to Avoid

Are your marketing emails annoying your customers and prospects?

We’ve all felt it: the visceral annoyance on opening an email — because it’s the fifth one from the same company in two days, or because it’s packed with hyperbole or an off-putting sales pitch. As it turns out, recent research has shown that this reaction is only too natural. We’re predisposed to view the tone of email more negatively than it was written.

Of course, email is an important tool for marketing your business. But it’s important to strike a balance, making sure you’re getting your message out without turning off potential buyers.

To help you achieve this delicate balance, here are three of the most off-putting email offenses — and tips to avoid them.

3 marketing email crimes to avoid

1) Imperatives

How many times a day do you receive emails, “Buy!” or, “Act fast!” in the subject line, usually followed with the anxiety-producing exclamation point? For most of us, this commanding language is irksome, and the emails end up in the trash folder.

Instead of commanding your potential buyers, try a subtle linguistic change. For example, rather than an imperative, try using the conditional: “Would you?” This way, you avoid coming across as overbearing, and you respect the right of your readers to make a decision about their actions.

2) Too many emails

It’s important to be conscientious and keep your message consistently on the minds of your target audience. But too many emails can be counterproductive, as your readers will start to tune you out or, worse, mark you as spam.

3) Failing to acknowledge your readers’ workload

Few things are more irksome in email correspondence than lack of consideration. Bear in mind that when your carefully crafted content pops up in your potential customer’s inbox, you’re giving them a task.

You can easily avoid potential annoyance on the part of your readers with a simple acknowledgment of their workload. For example, “I recognize that your schedule is hectic, so let me be brief…” This not only acknowledges that they are busy, but demonstrates that you respect, and will be a good steward of, their time.

The upshot is that while email is an excellent marketing tool, it’s important to always put yourself in the shoes of your readers before you press send. Make sure that your message isn’t getting overshadowed by avoiding these marketing email crimes.