There is a disease in the Email Marketing world. Most of the emails that we get from most of the organizations fail to move us. They don’t touch us. They do not change us. They are not remarkable.
Most emails are bland. The email marketers in these organizations are trying hard to play it safe, and not offend anyone. They do not take a stance that has the potential to create a controversy. No polarization.
Keep everyone happy.
There is no judgment here. I can understand. At times, organizations have to keep all their stakeholders happy – Investors, Board of Directors, the Brand Manager and so on. The email writer would not dare offend any of these guys.
Most of us while growing up, are mostly asked to suppress our opinions. The amygdala in our brain wants to keep us alive… and it plans to do that, by not speaking in a meeting, by not offending our boss and also by sending mediocre emails.
The thing though is that when you choose to not offend anyone, you pleasing no one.
Think about it- your heroes, the brands you admire, the politicians that you look up to – all of them have always had a point of view. They were fighting against something. They had opinions. They never played it safe. And that is precisely why they could build a loyal following.
Having an opinion, allows us to build deep relationships with the audience that we seek to serve. Of course, the ‘point of view’, is in the service of the audience.
Not everyone, but your audience.
The smallest viable audience that you seek to serve.
It is quite likely that your opinion would not appeal to 99 percent of the people out there. And that’s okay. The right people will connect with it. But the moment you try to make everyone happy, your email loses its flavor. It stops being remarkable.
Having a voice in your email is something that can help the business earn superfans.
We don’t need lifeless emails. We need emails that are human and opinionated.
Intro music credits: Dan O songs.
There is a disease in the Email Marketing world. Most of the emails that we get from most of the organizations fail to move us. They don’t touch us. They do not change us. They are not remarkable.
Most emails are bland. The email marketers in these organizations are trying hard to play it safe, and not offend anyone. They do not take a stance that has the potential to create a controversy. No polarization.
Keep everyone happy.
There is no judgment here. I can understand. At times, organizations have to keep all their stakeholders happy – Investors, Board of Directors, the Brand Manager and so on. The email writer would not dare offend any of these guys.
Most of us while growing up, are mostly asked to suppress our opinions. The amygdala in our brain wants to keep us alive… and it plans to do that, by not speaking in a meeting, by not offending our boss and also by sending mediocre emails.
The thing though is that when you choose to not offend anyone, you pleasing no one.
Think about it- your heroes, the brands you admire, the politicians that you look up to – all of them have always had a point of view. They were fighting against something. They had opinions. They never played it safe. And that is precisely why they could build a loyal following.
Having an opinion, allows us to build deep relationships with the audience that we seek to serve. Of course, the ‘point of view’, is in the service of the audience.
Not everyone, but your audience.
The smallest viable audience that you seek to serve.
It is quite likely that your opinion would not appeal to 99 percent of the people out there. And that’s okay. The right people will connect with it. But the moment you try to make everyone happy, your email loses its flavor. It stops being remarkable.
Having a voice in your email is something that can help the business earn superfans.
We don’t need lifeless emails. We need emails that are human and opinionated.
Intro music credits: Dan O songs.