Ian Lurie // Sep 28 2007
Follow these three rules:
And with that, a quick example that I received today:
Here’s an e-mail sent by TheNerds.net (yeah, yeah, laugh it up):
If they created accurate personas, they aren’t using them. They send me special offers on decidedly geeky items, like cables for my home-made hard drive enclosure. What are the odds that someone like me would be downloading images from every e-mail, the moment I receive that e-mail? Zero.
Now, look at the same e-mail, viewed in the preview pane of my e-mail software:
Not exactly compelling, is it? If TheNerds.net created personas, they undoubtedly would figure out that we’re, well, nerds. As such, we like text e-mail, or at least e-mail we can scan very, very rapidly and then delete or read it. I’ll delete this e-mail every time.
To create an e-mail that really caters to The Nerd persona, they should have at least a line or two of plain old text that tells me why I want to read this e-mail. For instance:
Save $10 on Cables To Go Orders
And, they should have a subject line that’s more compelling than ‘Cables2Go’.
E-mail marketers, have mercy on us. Think about those personas before you click ‘send’.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More