Nobody loves email marketing more than I do. But even I admit that within the grand taxonomy of consumer touchpoints, e-newsletters hold a sorry position.
They're the longwinded busybodies who never get invited to the cool parties. Porcelain-skinned print campaigns turn up their perky, sans-serif noses at e-newsletters' frumpy templates and canned copy. Super Bowl spots kick sand in e-newsletters' bespectacled faces.
Yet, these boxy embodiments of mediocrity move product and build loyalty. Marketing people are aware of this—they've proven it with charts and everything. You need an e-newsletter and you know it.
Before rolling up your sleeves, cranking up the REO Speedwagon, and cooking up some long-form creation-wizard-based love, please review the following six bromides from a recent how-to article phoned in by a reigning email-marketing magnate.
After each, I'll explain how to do the exact opposite so that you can avoid polluting the e-cosystem with mediocre e-newsletters.
1. Share expertise
Wrong—share ignorance. Consider the old Zen adage "the more I know, the less I know." It means the more expertise we have, the more we're dazzled by just how little we currently understand.
Pick something you're marvelously clueless about and confess the fact to your readers. They won't fault you for it—but they just might love you for it. As long as the topic you're "ignorant" about is something they didn't even know they were ignorant about until reading your enlightening e-newsletter.