Ever wonder why your emails are getting ignored?
Of course, there are many possible causes.
- The headline may be weak
- Your email’s timing may be off
- She may not be ready to buy from you
And so on.
As we’ll see below, though, there’s another factor that should be targeted first and foremost — which is tied directly with today’s Holy Grail of Digital Business, the Customer Experience (CX).
First Things First: The Prospect
To uncover the real cause of email burials, don’t start with data, analytics, and charts.
At least, not until you’ve got a very clear picture of who your prospect is … and how they feel about you.
Let’s put ourselves in the prospect’s shoes.
Sally’s walking her dog, listening to her favorite podcast, shooting off a text to her coworker.
She’s got 10 minutes to get home, pack lunch, and shuffle the kids onto the bus.
After that, it’s a 45-minute commute, a morning meeting, and a presentation.
Sally finishes her text, is about to close her phone, then YOUR email notification flits across her screen.
The headline says, “Top Stories of the Week” and it’s from a name she sort of remembers…
But then her dog is getting ready to do its business and she swipes left.
This little cross-section is typical for today’s busy, working professional.
Why Sally Buried the Email
Many social media marketing companies, analytics companies, and email providers try to optimize the delivery timeframe.
Or, as mentioned, today’s expert will whittle away at the CX, all while ignoring the real driving force beneath your interactions with your customer:
Yes, it’s true that the above email was delivered while Sally was on her way to work.
But Sally’s busy, and she could have easily received the email when she was:
- Preparing for a meeting
- Dealing with 100 other work emails
- Talking to someone on the phone
Unless we have cultivated a strong relationship — by being entertaining and informative — Sally won’t care much about our emails.
And there’s something we have to understand about the brand-customer relationship:
Indifference is the true killer.
Indifference kills and buries emails (and open rates, click-throughs, and sales).
In the corporate world, many professionals send emails “from” their own name instead of the company name — because that’s what professional marketers tell us we should do.
But then they weaken the relationship by:
- Emailing infrequently
- Being bland
- Offering nothing of substance
Not only do these provide a lackluster CX, they also weaken the relationship with the customer.
The Moral of Sally’s Story
Our relationship with Sally should be the top priority … not when we deliver the email, whether we send too many emails, or which of our top 3 headlines to choose.
YES, those things are important.
But they should be viewed as pillars that support the relationship, not end goals.