When email marketing fails

The sun is shining bright – your thoughts must surely be on “what can I be doing that is work but does not involve me being in this office with no air conditioning?”

Well, that was the email I just received. Let’s deconstruct it:

1. The sun is shining bright
   No, it’s cloudy and about to rain.
2. Your thoughts must surely be on “what can I be doing that is work but does not involve me being in this office?”
   No, my thoughts are nowhere near there.
3. Office with no air conditioning
   Wrong, the air conditioning here is marvellous thank you.

I guess the author of this poor sales email was gazing out the window of his/her stuffy office, with no air conditioning, looking at the sun, and wanting to be elsewhere.

The lesson here is: write for the recipient and not for yourself.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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