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Why Your Direct Emails Are Being Ignored

January 9, 2014
| Articles

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Email Marketing could be rather tricky, especially when you want to introduce your new business to the public. It’s hard not to spam every single contact you know with direct emails, but before you hit that ‘send’ button – check if you aren’t falling victim to these vital direct email mistakes:

What’s Her Name Again?

One thing that all individuals have in common is that they want to feel special and appreciated. There is nothing worse than receiving an email that is trying to sell you something, but isn’t even addressed to you. If you don’t know the contact’s full name, at least include their surname. If you have no contact details whatsoever you could always try something more personal like ‘Dear Host1Plus Team’. At least it’s not the boring old, ‘To Whom It May Concern’.

Average Email Subjects

Another crucial step is the text posted in the subject line section of your email. If you are sending someone an email for the first time, the subject needs to enticing. You should consider their needs and interests and come up with a subject that will make your email high priority.

If you don’t have a strong subject line your email might be ignored or not even opened at all. Try to be creative in your subject line and don’t just copy what others are doing or saying. Also, don’t try to fool your receiver by stating something in the subject line other than what is being discussed in the content. This way you will immediately break their trust.

Sales Mentality

Let’s face it, people are selfish. They don’t want to hear how they could help you, but rather what you can offer them. The tone of your direct mail shouldn’t sound like a sales pitch, but instead it should explain what you can do to improve or simplify the receiver’s life.

Coming across like you are desperate to sell a service or product will have the contact deleting your message as soon as it reaches their inbox.

No Clear Plan or Purpose

When planning your email marketing campaign it’s advised to have a clear objective and sense of direction. Ask yourself what you are planning to achieve with the emails and make sure the content is reflecting this. Don’t just send the same email to everyone in your contact list, send a few test emails first and revise your plan according to the feedback.

Poor Email Copy

Prospective clients or customers won’t be impressed with poor email copy. This includes everything from grammar and spelling to the content itself. Planning your direct email campaign should include the editing and proofing of your text. These small mistakes can leave the wrong impressions and your company might come across as being inexperienced.

No Call To Action

When it comes to marketing, you should tell your reader what to do. Not in a forced manner but rather a subtle insinuation. This could also be described as a ‘Call To Action’. Somewhere within the copy of your email you should inspire or influence the reader to take action whether this means purchasing your product or even just replying to the email.

A great tip for call to action features used in direct emails is to link them to a time-frame. People are more likely to reply or act when they feel like time is running out.

Direct emails are emails with a purpose. It’s either to advertise something or to sell something, make sure that you are targeting the right receivers.

Using Only Direct Mail

Direct email as a marketing strategy is important, but it shouldn’t be your only form of communication. Your clients are aware of the fact that you are sending these type of emails in bulk. In addition to email marketing you should interact with your following or prospective clients in other ways as well. This could be done through social media, telephone calls or even personalized emails that don’t necessarily discuss business.

Through adequate communication you will be able to build a relationship with your clients and customers so that they would want to reply and act to your proposals.

By Anneke Steenkamp
Categories: Articles
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