Are you still using that to start off your marketing emails? Back in the day, when email personalization first became a thing, it was a “best practice.” It made the email seem personal. But now with more a gajillion automated emails being sent every second, people know your marketing emails aren’t personal. So why are you pretending?
Here’s the next phase of email marketing: de-personalization. You can actually build more trust with your audience by de-personalizing your emails and just being authentic.
MailShake (don’t you dare start singing “Milk Shake,” Jordyn) has the full scoop on how and why you’re gonna want to de-personalize your emails:
- Stop with the first name thing already. When you get an email that starts with your first name, do you think, “OH WOW! THEY KNOW ME!” Probs not. You probably don’t even notice it. That’s why newsletters like theSkimm, The Hustle, ::shameless plug incoming:: The Daily Carnage, etc. don’t do it. It just doesn’t matter, and you wouldn’t notice anyway.
- Provide value without asking for anything in return. Not every email you send needs to include a CTA or a link to “Read more.” For real, you can just send an email that has all the value the reader needs right in it. They’ll thank you for it later. Audience building guru, Michael Hyatt, puts it this way, “This phenomenon is what I have come to call the 20-to-1 rule. It means that you have to make 20 relational deposits for every marketing withdrawal.”
- Hone your writing voice. Your writing voice makes an email way more personalized than using someone’s first name. Take time to define who your audience is, and how they would like to be talked to. Drop the jargon, corporate-speak, and cliches. Think about theSkimm. Their writing voice makes it feel like it’s a friend writing that email directly to you. That’s powerful. That’s personalized without being personalized. Take some tips from yesterday’s Read.
All the value you need is right up there ^^^ but you can still check out the post below.