BY BROOKE NIEMIEC – VP, MARKETING STRATEGY
How many email addresses do you have? If your answer is 1, I suspect you’re in the minority. Normally when I ask this question, I get an answer in the mid-to-upper single digits. To the best of my recollection, I have six email accounts—three that I manage at least somewhat actively, and a few more that are sitting in a neglected corner of cyberspace collecting messages from brands I have long since disassociated from. And those are just the accounts that I can remember!
Why, then, do people (myself included) have multiple email accounts? The most common response is the ability to keep work and personal emails separate. While this is entirely logical (and probably advisable if you don’t want your employer having access to whatever happens to be going on in your personal life), it doesn’t do a great job in justifying a number of accounts greater than 2.
In my case, I mentioned that I am managing three accounts. My work email is, as it should be, the one that I spend the most time in. I also have two active personal accounts—a “real” one that I guard closely, and a “spare” one that I share with companies that I suspect will start to spam me with unwanted daily communication.
When I first created the two personal accounts, I pretty much drew the line between people (“real”) and companies (“spare”), and I only dove into the spare account when I was looking to see if there was a coupon for a retailer at which I was planning to make a purchase. However, as I was reviewing my “real” inbox recently, I was surprised by how many companies I had allowed into the inner circle. So how did those select companies earn their way into the hallowed company of my friends and family? They did it by sticking to the following principles:
1. MAKE IT PERSONAL
The companies who have my “real” email address talk to me like they know who I am. No “Dear Valued Customer.” No “Thank You Mr. Brooke.” No “Try Our New Product” message proudly displaying an item I had already purchased. Instead, they use my personal details when it makes sense. If, for example, I tell you that I have fine hair, I would greatly appreciate product recommendations that will result in super-model thick tresses.
2. MAKE IT QUICK
As much as I may like you, I don’t want you to waste my time. There are 2,000 emails in my inbox. I don’t have the wherewithal to sort through your rambling prose or amazing backstory to figure out what your point is. I always remember learning about the importance of “skim value” when developing reports in school, and those principles apply here too. Make sure the key points jump out quickly since you know I’m not going to give you much time.
3. ONLY SPEAK WHEN YOU HAVE SOMETHING TO SAY
While we’re on the topic of not wasting my time, please don’t send me a message just because email is essentially free. Save your energy and let me know when you have something interesting going on, and I am much more likely to pay attention when you show up in my inbox.
4. GIVE ME OPTIONS
It seems as though many companies only provide two levels of email volume: “Daily Plus” (see point #2) and “None At All.” The smart ones have started to add “Opt-Down” choices to those who click the unsubscribe link that is buried in the email footer. While a step in the right direction, this typically ends up feeling a bit too much like the save strategy it essentially is. Don’t wait until I’m about to tell you to never talk to me again before you give me the chance to tell you what I’m interesting in hearing about. We’ll both be happier for it.
It’s not an overly complicated formula, but it can give you an edge when trying to compete for attention in a very sacred place—your customers’ real email inbox.
P.S. Just imagine how great life would be if your friends and family followed these same guidelines!
Your Real Email Address
BY BROOKE NIEMIEC – VP, MARKETING STRATEGY
How many email addresses do you have? If your answer is 1, I suspect you’re in the minority. Normally when I ask this question, I get an answer in the mid-to-upper single digits. To the best of my recollection, I have six email accounts—three that I manage at least somewhat actively, and a few more that are sitting in a neglected corner of cyberspace collecting messages from brands I have long since disassociated from. And those are just the accounts that I can remember!
Why, then, do people (myself included) have multiple email accounts? The most common response is the ability to keep work and personal emails separate. While this is entirely logical (and probably advisable if you don’t want your employer having access to whatever happens to be going on in your personal life), it doesn’t do a great job in justifying a number of accounts greater than 2.
In my case, I mentioned that I am managing three accounts. My work email is, as it should be, the one that I spend the most time in. I also have two active personal accounts—a “real” one that I guard closely, and a “spare” one that I share with companies that I suspect will start to spam me with unwanted daily communication.
When I first created the two personal accounts, I pretty much drew the line between people (“real”) and companies (“spare”), and I only dove into the spare account when I was looking to see if there was a coupon for a retailer at which I was planning to make a purchase. However, as I was reviewing my “real” inbox recently, I was surprised by how many companies I had allowed into the inner circle. So how did those select companies earn their way into the hallowed company of my friends and family? They did it by sticking to the following principles:
1. MAKE IT PERSONAL
The companies who have my “real” email address talk to me like they know who I am. No “Dear Valued Customer.” No “Thank You Mr. Brooke.” No “Try Our New Product” message proudly displaying an item I had already purchased. Instead, they use my personal details when it makes sense. If, for example, I tell you that I have fine hair, I would greatly appreciate product recommendations that will result in super-model thick tresses.
2. MAKE IT QUICK
As much as I may like you, I don’t want you to waste my time. There are 2,000 emails in my inbox. I don’t have the wherewithal to sort through your rambling prose or amazing backstory to figure out what your point is. I always remember learning about the importance of “skim value” when developing reports in school, and those principles apply here too. Make sure the key points jump out quickly since you know I’m not going to give you much time.
3. ONLY SPEAK WHEN YOU HAVE SOMETHING TO SAY
While we’re on the topic of not wasting my time, please don’t send me a message just because email is essentially free. Save your energy and let me know when you have something interesting going on, and I am much more likely to pay attention when you show up in my inbox.
4. GIVE ME OPTIONS
It seems as though many companies only provide two levels of email volume: “Daily Plus” (see point #2) and “None At All.” The smart ones have started to add “Opt-Down” choices to those who click the unsubscribe link that is buried in the email footer. While a step in the right direction, this typically ends up feeling a bit too much like the save strategy it essentially is. Don’t wait until I’m about to tell you to never talk to me again before you give me the chance to tell you what I’m interesting in hearing about. We’ll both be happier for it.
It’s not an overly complicated formula, but it can give you an edge when trying to compete for attention in a very sacred place—your customers’ real email inbox.
P.S. Just imagine how great life would be if your friends and family followed these same guidelines!
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