Don’t assume that your product e-mail recipient remembers who you are

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

If only I could remember what your service is about…

As a perpetual tester of tools, I receive quite a few of these. And I don’t care enough to find out – if I were going to be a user, I’d have remembered, right?

It’s frustrating but more importantly, it pains me because I’ve been on the other side. I’ve been guilty of sending newsletters and writing service emails without considering that the recipient doesn’t spend a big chunk of the day living this service. Open and click metrics don’t really tell you that they’ve forgotten your name.

People have countless brands clamoring for their attention every day. Just because they gave their email address doesn’t mean the lines of communication have been fully opened.

Sometimes, the message needs to start with a re-introduction.

Tone deaf emails are just sad.