Wednesday, December 11, 2013

Email Etiquette: Seth Godin's Mass Email Failures

Since we've been on the topic of email etiquette here at Young Entrepreneur Guide, I wanted to share a recent post from Seth Godin's blog entitled "Eight Email Failures."

If you don't read Seth's blog regularly, I would suggest you head over to his blog and subscribe.  While not every post of his is genius, he frequently includes valuable nuggets of information.  It'll be well worth your time if you like to think critically about technology, marketing, or entrepreneurial endeavors.

While my tips on etiquette have been primarily focused on work-related inter/intra-office email, Seth's recent post takes aim at mass email campaigns.  Seth lists 8 failures (to be avoided) when sending mass email campaigns aimed at garnering engagement.  There is some cross-over between Seth's post and the topics we've covered here (namely: being succinct, maintaining a human connection, and considering the value of your message before sending), but there is also a wealth of other information regarding email etiquette that's specific to email marketing.

Unfortunately, modern humans are all too familiar with mass email marketing.  Having somebody's email address is a privilege that's not to be abused. When an unsolicited message appears in our inbox it better be from somebody we know, about something we care about, and should sound like it's coming from a human.  If not, the sender will have one or two (at most) chances to connect in a real way before the receiver asks to be removed from the list (luckily email marketing companies make this process pain-less).

Of course, there are legitimate ways to use your email contact list to further your cause or inform people about your new venture, but it should be approached with thought and tact.  If you are running a mass email campaign, and you're thinking about importing your personal or professional Rolodex into MailChimp, take a second to read Seth's post before hitting send…  You can check out Seth's full post here:


What are your thoughts on email marketing?  Do you and/or your organization use it effectively?  Let us know in the comment section!

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