April 17, 2008
More Stupid Email Tricks
Posted by Kevin | Print This Article
Remember my post a couple weeks ago on Desperation Marketing? I hate to repeat myself, but I’m getting these emails so frequently I’ve decided to just start calling people out. And maybe, just maybe, offer some advice to improve their campaigns.
The latest was from PRSA, which I used to belong to, and which sent me an email with the subject line, “PRSA Would Like to Welcome You Back!”
As I’ve already made pretty clear in my earlier post, I couldn’t care less what PRSA would like. This is not a subject line that inspires reading, let alone whipping out my checkbook.
But, for the sake of this post, I went ahead and read it. Turns out, the awful subject line wasn’t the only thing wrong with it. They somehow managed to 1) reduce opens with a bad subject line, while also 2) repelling the people who actually opened it. Here’s why:
1) The email is not from an actual person, it is from “PRSA Member Services” (with the warm and fuzzy email address of “emailupdates@prsa.org”). While I might feasibly, possibly care about what Jane Smith thinks, I definitely don’t care what some faceless organizational department thinks.
2) The email begins, “To: Kevin W. Holland”. It’s nice that you know my name and middle initial, but so does every other computer database in the world. This is not an inviting lead.
3) The first sentence beneath the quote-unquote “greeting” is, “The Public Relations Society of America would like to reinstate your membership.” Setting aside the fact that they appear to only care about themselves, “reinstate” is such a cold and clinical word. It immediately suggests “separation” between the sender and the recipient.
4) They then graciously offer to waive their “reinstatement” fee. ‘Nuff said.
5) The remainder of the email is a list of generic-sounding benefits. Stay informed, accelerate your career, launch effective campaigns, expand your network, blah blah blah.
6) The closing line: “We look forward to welcoming you back to PRSA!” Because, of course, it’s all about the association.
The sad fact is that association executives write in to ASAE listserves all the time saying things like, “We tried email marketing, and it doesn’t work.” Of course, what they “tried” is an email like this one. When you do something wrong, it frequently doesn’t work.
Here is an email that *might* have gotten me to “reinstate.” This is just off the top of my head, of course.
Subject: Sorry to bother you, but …
From: Jane Jones, PRSA
Body:Hey Kevin,
Sorry to bother you, but I was looking through our member rosters in Virginia and noticed that you hadn’t renewed your PRSA membership in the last couple years. I know how busy you must be and how we all have to justify our annual dues expenses given all the associations in our field. But I just wanted to check and see if you had taken a look recently at some of the new things we’re offering.
For example, our online database PRC Search gives you direct online access to thousands of award-winning PR campaigns. It’s like a brainstorming session with the best minds in PR, 24/7, whenever you need some quick inspiration or are thinking, “I wonder if anyone has tried THIS …”
Of course, if you want more real-time Q&As with experts from all over the country, our professional sections and chapters put you in touch with more than 20,000 members, many of whom have “been there, done that” and are more than happy to share what they’ve learned (saving you from learning the hard way).
And our daily, monthly and quarterly publications keep you in touch with the latest and most innovative practices and tactics in the field. Only members get them!
I think you’ll find the new PRSA a boon to your career, whether you’re happy where you are or seeking new opportunities. In fact, I’m so sure you’ll think you made the right decision that I’ll be happy to waive the usual $35 fee we charge returning members, if you are ready to give us another try.
Just give me a call at XXX-XXX-XXXX and we can take care of this for you right away. (If you’d rather sign up online, just go to www.xxxx.org and use the tracking code “RETURN” to save the 35 bucks. But, I’d love to talk to you!)
If you have any questions, shoot me a reply or give me a call. I’m sure you’ll find PRSA offers a huge return on a small investment, and I look forward to helping you continue to grow your career!
Yours,
Jane
Hey Kevin -
I read your post this morning, and thought you made some good suggestions. In fact, we’re in the midst of a communications make-over and your comments are right on target. For PRSA, this is part of a bigger issue. Our goal is to personalize members’ experiences – make it easier for them easily access the benefits they find most useful. Your posting shed some light on an area where we can focus more on the member.
In the meantime, I discussed your posting with a couple of the folks here, and we’ll be making some immediate short-term adjustments.
Thanks for taking the time to write such a detailed suggestion. We’ll be checking your blog to read other posts about associations – always looking to learn how to make PRSA the best it can be.
Bill Murray
President, PRSA
Hi Bill,
Thanks much for dropping by and for the gracious note. While I do sometimes have a little “too much fun” in posts like this I sincerely hope you took my comments in the constructive way they were intended. What you guys are doing sounds right on target and I’m looking forward to seeing what you come up with. (In fact, while I was dashing off my suggested alternative last night, I think I may have actually talked myself into re-joining, so you might yet see my “reinstatement” come through!)
Thanks again and best wishes,
Kevin
I know my association has certain communications that are just used year after year; without actually reviewing them to be sure the message is still (or was ever) the right one. Thanks for pointing out the need to really look at what we’re saying and sending to the members. Really great sample.
Cindy B.