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Are you inadvertently alienating subscribers? Conquering the gauntlet leading to your subscribers' inboxes is a victory in and of itself, but becomes a wasted opportunity if the message is not effectively communicated. While it is understandably important to marketers that their messages be delivered in a specific manner, the goal should always be to make sure that manner coincides with the desires of the audience.
Your Audience May Not Be Just Like You
Unless you are sending to a list of experts, a message full of industry-centric terminology runs the risk of scaring off less experienced readers. This terminology may have become second nature around your workplace, but to the uninitiated it can be confusing and/or intimidating.
This is especially true in the case of abbreviations and acronyms, some of which are not as well known as others. In these instances, it's a good idea to write out the entire word or phrase the first time it appears in your copy, followed by the shortened version in parentheses. From that point, you can use the abbreviations/acronyms with the knowledge that none of your readers will be left scratching their heads.
If your subscribers possess a wide range of experience levels, it's advisable to communicate on an intermediate level. One way to gauge if your messages are overly technical in their delivery is to have someone from a different department in your company—or a third-party proofreading service, preferably—review the copy.
If you've reached the desired middle ground between expert and novice in your communication, someone removed from the industry and/or creation of the message should still be able to recognize its main points.
Another option is to segment your list and tailor different versions of your message accordingly. This way, subscribers whose profile information indicates a greater level of expertise could receive a more advanced version of the message, and so on. Your email volume will remain the same; it will just be targeted to communicate more effectively.
The Not-So-Shocking Cost of Shock Value
Your subscribers most likely opted-in to your mailing list expecting a certain level of professionalism in your email communications. But for some marketers, the answer to the question of how to boost their email metrics often comes through the use of shocking or unexpected content.
By its nature, this content is bound to stir up additional interest from certain members of your audience, but the risk of alienating others can be high. Part of the opt-in process for many subscribers is viewing archived newsletters available on your site and looking for indications of when and what they can expect to receive. Once those expectations have been set, straying too far from the expected formula can not only be jarring to your subscribers, but can deal a damaging blow to your credibility as a sender in their eyes.
This can consequently lead to increased SPAM complaints against your messages; remember, many email recipients will incorrectly label messages as SPAM just because they don't like or weren't expecting the content, regardless of whether or not they voluntarily opted to receive the messages.
A Reflection of Your Business
As blogs, text messages and online chats have grown in popularity, the styles of writing used in these mediums have found their way into internal office emails. However, using these styles in your outbound email marketing should only be done if your audience is likely to identify with them. Otherwise, you run the risk of appearing amateurish or trying too hard to be "hip"-neither of which is likely to impress your audience.
Though they may be less personal than a phone call, the emails you send are no less a reflection of your business, and the style of communication used in your emails can make some subscribers question how reputable your messages are and whether or not they want to continue receiving them.
Consistency Is Key
No matter what approach you take when presenting your message to subscribers, the best course of action is to maintain consistency. Whether your audience expects a steady stream of off-color humor, or a guide to effective strategies used by business professionals, be sure to deliver.
If you decide to offer a different style of content, try offering it as a separate, optional mailing. This way, creative muscles can be flexed without unnecessarily jeopardizing subscriber retention.
Remember, while you ultimately control the messages contained within your emails, your audience controls whether or not those messages will be read.
To learn more about using SubscriberMail to increase the effectiveness of your email campaigns, contact us today.
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SubscriberMail is looking to fill a variety of positions. If you or someone you know is looking for a position in the Chicago area with an exciting and dynamic company, please visit www.subscribermail.com/careers for more information.
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