Real-World Education for Modern Marketers

Join Over 602,000 Marketing Professionals

Start here!
Text:  A A
N E X T

I No Robot. Hear Me?

January 27, 2010  

Too often, argues Julia Rubiner in the Editorial Emergency newsletter, automated email messages lack the human touch. "They frequently sound like they're coming from a robot for whom English is a second language," she says. "If you're trying to connect with people and persuade them to take action … you want to sound like a person, someone your e-audience can understand and relate to and trust."

She tells the story of one client that used this highly formal message to confirm opt-in subscriptions:

  • "This email address was subscribed for notifications at [client's website] but the subscription remains incomplete. If you wish to complete your subscription please click on the link below. If you do not wish to complete your subscription please ignore this e-mail and your address will be removed from our database."

Rubiner says the stilted copy failed to reflect the company's playful attitude. Accordingly, she explains, she retooled the message to communicate the same information with a healthy dose of brand-appropriate humor:

  • "Someone entered this e-mail address when subscribing to [client's blog], but we can't activate the subscription until you click this link. If, for some crazy reason, you've decided you DON'T want to join [client's mailing list], please ignore this e-mail and we'll pretend we never met."

"A few simple changes and your autoresponder provides not only an easily understood course of action but distinctive branding language as well," Rubiner concludes.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!