I received a marketing email this morning, which started with the following 4 words: “Sorry to disturb you”.
There’s a lot of subtext in those 4 words.
- The sender knew what they were doing was wrong, which is why they opened with an apology.
- Clearly, they also knew that their email was a disturbance. I’ve never heard of them.
- Knowing this, they still decided to send it anyway.
Like everyone else who received that email, I stopped reading after the opening sentence. They may have had a great message, an outstanding offer or a wonderful opportunity to share. But their email let them down, so no one will know.
Oblivious to this, the sender will be wondering why they received no positive response. Especially if they genuinely have something valuable to share.
If we consider this to be merely an example of ineffective email marketing, we totally miss the point!
I believe it provides us with a powerful microcosm of ALL ineffective marketing.