About two weeks ago I subscribed to a blog for a customer support platform company at the reccomendation of a co-worker.
While the blog content wasn't necessarily of interest to me, the email content that accompanied their posts was.
And I'm going to share it with you. But first, I want to explain why you should care.
You see, as a marketer, you're probably tasked with the responsibility of finding unique ways to capture the attention of your audience through email. Easier said than done, am I right?
You know this all too well yourself, but email inboxes are really congested. So what are you doing to separate your message from everyone elses?
Let's see what we can takeaway from that email.
Four reasons why this email didn't get deleted:
1. It was personal
From the opening line to the closing line, Alex chooses his words really well.
The tone (consistent with the first email I received) feels really human, which automatically serves as a way to distinguish Groove from all of the other spam in a reader's inbox.
His greating is informal, he steers clear of industry jargon, and does a great job of making the email less about Groove, and more about the subscriber.
At the end of the day, email is designed to help people make a connection in some way, shape, or form. If your emails are cold and buttoned-up, establishing that connection is going to be an impossible feat.
2. It made the subscriber feel important
What stuck out the most to me about this email was the fact that Groove incentivites subscribers by rewarding them with an "exclusive" link to their content an hour before it goes live.
This type of exclusive offering serves as a way to make their contacts feel more connected to the company. By subscribing users aren't just receiving blog updates, but they're invited to be part of a priveledged community that gets to read them first.
This works so well because people love to feel like they know information that other's don't. It's why we all love a good secret.
So while readers may have not felt the need to read the article right away had there not been an exclusive offer, they now feel compelled to read it before everyone else has access.
3. It asked for feedback
Another key element that makes this email successful is that it encourages readers to provide feedback.
While many marketers rely on analytics to determine the resonance of their emails, numbers can only take you so far.
Unlike numbers, customer feedback actually reveals what it is specifically that readers liked or didn't like to help you inform your future email efforts.
4. It make it easy to share
If you don't make your content easy to share, it's likely that it isn't going anywhere.
Not only does Alex ask readers to share the content with someone who'd find it useful, but he provides a click-to-tweet link with a prepopulated tweet to make it that much easier.
By taking care of all of the "heavy lifting" required to share the post, readers are likely to feel more inclined to pass the content along to their social network.