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Email Newsletter – Sins Thwart Desires
Writers craft an email for distribution to their mailing list, and then send it around for comments and suggestions. Edits are made, the letter is still within a reasonable length and ready to go.
Everyone who reviews the very last version is under 26 years old, and your audience of customers averages 50 years old.
The new logo is prominent. The letter is tweaked to fit, and the font is squeezed down just a smidge. The merge file is tested, and everyone will be greeted by their first name.
The message is sent out and folks wait for the phone to ring.
Some days I’m not in the mood for squinting to read email, and this is one of those days. If someone wants my attention, they are competing with the other 200 messages I get each day. If I have to stop and monkey around to enlarge the font on a message, it had better be from someone paying me, not someone soliciting me.
And if the font is less than 8 points, they are toast. In the letter that inspired this article, the font of the message renders between 6 and 7.
The legible parts of this letter are the logos at the top, and the author’s very important name, title, address, phone, email. Oh yes, and then there’s the Mission Statement at the bottom in nice large text. I get the message, and I didn’t even have to squint to read the letter.
Don’t do this. It convinces your prospects that YOU are the most important part of your offering, rather than THEIR issues.
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