Creative Corner - The Trouble With E-Mail (1,091 words)
by Lois K. Geller
I came into the office last Sunday. I had been away and figured I'd get organized for the week. I started by reviewing my e-mails … hoping to do it fast.
No such luck! I had 375 e-mails waiting for me. If I were to get out before dinner, the decision to open or delete each of them had to be made in a few seconds. Here are excerpts from two promotions that I opened (but shouldn't have):
Subject: Information is power 14650
Current Market Information. New strategy could realize up to 40 percent or greater returns. Free video. Free "how-to" manual for trading in this marketplace.
What does "14650" mean? Who is "isgas2high"? What are they selling? What are they talking about?
Subject: Congradulations [yes, that was how it was spelled] You're Our Winner!
Dear friend: Out of 50 million Internet users our computer has selected as you [yes, that's how it was written] as one of 2,000 winners. The online Casino of the Year is giving you $25 FREE. Congratulations! Click here!
I'm not impressed with your spelling or attention to grammar, "funbobx"—and by the way, who are you? Also, I don't believe anything you say!
Poor spelling is just the tip of the iceberg, but it's indicative of how some companies haven't been paying close enough attention in developing and executing their e-mail programs.
Even many big companies with well-oiled marketing departments are falling short in this area. I've been shocked at finding out who's writing e-mails for some major organizations. Sometimes it's the intern or the new marketing associate. But I think companies are starting to realize that they need direct marketers to develop strategy, write, test and interpret e-mail initiatives.
After you spend a huge budget on branding, advertising and direct mail, the wonderful impression you've made can really fall apart if your e-mail communications are not set up properly.