Email Marketing Cage Match – Full Emails Vs Teasers
A while back a friend of mine asked me a great question about email marketing.
Basically he asked why I send full emails to my list each day, instead of a short “teaser” email that drives people to a longer, more detailed blog post or web page?
Which is a VERY good question.
And besides Earl Nightingale’s advice of doing the opposite of everyone else… here are more reasons:
1. More Visible
Think about all the competition we have:
Ringing phones, instant messages, social media apps, cell phones, text messages, etc.
Every “step” (and a click IS a step) someone has to take to read YOUR message significantly decreases the chances of them seeing it.
And yes… I realize longer emails get flagged as spam sometimes.
But so can really short ones, too. So I simply do what’s most likely to get read.
2. More Personal
In copywriting, the first “sale” is to bond and establish trust.
In other words, to be a FRIEND, first.
I like to think of my list as my friends and even family in a “cyber” sorta way. When emailing your friends and family, do you send them to a friggin’ blog? Do you ask mom to click a link to read what you have to say? Or do you write an email — warts and all — and push “send”?
Which looks more personal?
3. More Convenient
Email delivery is like pizza delivery:
You can offer “take out” and/or personal delivery. I do delivery (with the option of take out — i.e. my blog). Reason why is because the chances of you reading are FAR greater if I deliver the “food” to you… than if I force you to come pick it up.
Plus, this makes my food hot, fresh and EASY to consume.
If you pick the food up, it could be cold and stale, easier to toss.
So I’m not anti-blogging (obviously).
I just believe in bringing food to my list… instead of making them pick it up.