I received an e-mail today from Renewal by Andersen. The subject line was “5 Reasons Why You Should Replace Your Windows This Year.” That’s a good subject line, I thought. It pulled me in with a number, five. Numbers in a subject line and a title pique interest. It promised to give me reasons why I should act. It was to the point. All of this prompted me to look at the e-mail.
I was very disappointed.
The e-mail did not give me what the subject line promised. In order to get the five reasons, I had to click on a highlighted line at the top of the e-mail. What did it say? Yes, you guessed it! It stated, “5 Reasons Why You Should Replace Your Windows This Year.” I wouldn’t click on that for two reasons. First, I already felt annoyed that I had to take another step to find the reasons. Why did I have to go to that effort? Whatever Andersen’s reasoning, I was not going to do it. Second, I do not click on links in messages that come from unknown senders. How do I know this is actually Andersen or a hacker pretending to be Andersen?
Below the link to the five reasons was another hyperlinked line, “Renewal by Andersen - Window Replacement.” Since I do not click on these highlights, I have no idea to what that links.
The main part of the e-mail was a picture of a guy in a uniform and a hat standing in front of a window with a window box filled with colorful flowers underneath it. He was holding another window. I assumed he was intended to portray a person who installs windows. However, I have never seen one dressed in clothes that look like they just came off the rack at the dry cleaners. Underneath his picture in text was printed “Low maintenance windows that won’t crack, pit, erode, or rot. Introducing Fibrex composite replacement windows” on two lines. Below that in a large orange box was “Request Your Quote Today!”
To this, the marketer in me wondered, Why do businesspeople think that pictures and graphics are effective in e-mails? My guess is that they think the picture will carry the message. That’s not true in an e-mail. Words are more effective. This e-mail would have gotten more response if it had actually given in words what the subject line stated: 5 Reasons Why You Should Replace Your Windows This Year. Instead, it gave me an ad.
People don’t want ads in e-mails. They want information.
Businesspeople make a huge mistake using e-mail and online marketing as traditional one-way advertising. These are opportunities to develop relationships, engage your recipients, and have a conversation. Don’t talk at them like you are running a print ad, television or radio commercial, or a direct mail piece. Offer information. Explain “What’s in it for the recipients” to get replacement windows and how Andersen Windows will solve their problems. Suggest they respond to your e-mail. Talk like you are face-to-face with the recipients.
Don’t ask for a quote before doing that. In selling that would be like my introducing myself and immediately asking for the order. “Hi, I’m Elizabeth. Those windows will be $3,000.”
Use e-mail and online marketing with the customer in mind. Make your e-mail a two-way communication.
This week's marketing trivia challenge is What e-mail subject line has piqued your interest? E-mail me your answer.
I was very disappointed.
The e-mail did not give me what the subject line promised. In order to get the five reasons, I had to click on a highlighted line at the top of the e-mail. What did it say? Yes, you guessed it! It stated, “5 Reasons Why You Should Replace Your Windows This Year.” I wouldn’t click on that for two reasons. First, I already felt annoyed that I had to take another step to find the reasons. Why did I have to go to that effort? Whatever Andersen’s reasoning, I was not going to do it. Second, I do not click on links in messages that come from unknown senders. How do I know this is actually Andersen or a hacker pretending to be Andersen?
Below the link to the five reasons was another hyperlinked line, “Renewal by Andersen - Window Replacement.” Since I do not click on these highlights, I have no idea to what that links.
The main part of the e-mail was a picture of a guy in a uniform and a hat standing in front of a window with a window box filled with colorful flowers underneath it. He was holding another window. I assumed he was intended to portray a person who installs windows. However, I have never seen one dressed in clothes that look like they just came off the rack at the dry cleaners. Underneath his picture in text was printed “Low maintenance windows that won’t crack, pit, erode, or rot. Introducing Fibrex composite replacement windows” on two lines. Below that in a large orange box was “Request Your Quote Today!”
To this, the marketer in me wondered, Why do businesspeople think that pictures and graphics are effective in e-mails? My guess is that they think the picture will carry the message. That’s not true in an e-mail. Words are more effective. This e-mail would have gotten more response if it had actually given in words what the subject line stated: 5 Reasons Why You Should Replace Your Windows This Year. Instead, it gave me an ad.
People don’t want ads in e-mails. They want information.
Businesspeople make a huge mistake using e-mail and online marketing as traditional one-way advertising. These are opportunities to develop relationships, engage your recipients, and have a conversation. Don’t talk at them like you are running a print ad, television or radio commercial, or a direct mail piece. Offer information. Explain “What’s in it for the recipients” to get replacement windows and how Andersen Windows will solve their problems. Suggest they respond to your e-mail. Talk like you are face-to-face with the recipients.
Don’t ask for a quote before doing that. In selling that would be like my introducing myself and immediately asking for the order. “Hi, I’m Elizabeth. Those windows will be $3,000.”
Use e-mail and online marketing with the customer in mind. Make your e-mail a two-way communication.
This week's marketing trivia challenge is What e-mail subject line has piqued your interest? E-mail me your answer.
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