I recently wrote about StickerMule's email strategy. I get emails from hundreds of brands, but I open, read, remember, and act on the stuff I get from this brand more than any other in my inbox.
And when you consider the strategy they employ:
If you're anything like me, you start to question a lot of stuff about your own (and others') approach to email marketing. But where my brain goes specifically is all the other emails I write.
I have a sort of internal checklist I go through on bigger, more important internal emails to the people I work with at my day job.
- Don't waste time: get right to the point - no novels.
- Make it clear what I need from people - don't hide the ask.
- If it gets long, save less important stuff for later.
Even if I were a brilliant writer, I know that expecting people to read every letter of a 300-word email is naïve at best. Why? Because I've written enough marketing emails over the last decade or two to know that If I send a long, drawn-out email to a group of people before a meeting, I'm asking for that group to have no clue what I'm talking about when we get on our call.
So instead I try to keep things to 1-2 sentences. I may make the ask bold so everyone knows what i need from them, and I'll leave out a lot of stuff to ensure my email doesn't get too long and, thus, overwhelming to read.
You know what that sounds a lot like?
Sticker Mule's emails.
Like this other one I got over the weekend.
There is absolutely a place for beautiful design and amazing copy and perfectly rendering templates, but I think there is also a case for simplicity. For focus. For brevity. For aligning our emails to folks' attention spans instead of fighting against them.
Where's the balance? I don't know, but definitely still chewing on this one.