According to the DMA, the ROI of email marketing is $40.56.
Not too shabby.
Yet, not every email must be sales-related. Not every email needs a big “BUY NOW” call to action button. Email marketing does not always have to be about selling more of your stuff. It can also be quite an effective channel to update your customers.
However, when using email marketing to communicate to your customers, it’s imperative that your messaging is clear and effective.
Last week, the folks at LinkedIn forgot the importance of effective, clear communication when they sent this email (below). Humor me for a minute and read through it.
Be honest – did it make any sense to you? Read it again if you have to.
I recall reading through the email once and thinking, “Oh. Okay. You can no longer send Tweets through LinkedIn.” I wasn’t exactly sure I understood what they meant, so I read it again. And again. And again. Now I was actually confused. What exactly was LinkedIn trying to communicate in this email? I didn’t really understand and I wanted to learn more.
But I could not. LinkedIn thanked me for my “continued support” and provided me a useless link to their Help Center. That’s it!
I’m guessing they did not read my post from a few weeks ago – Does Every Email Need a Call to Action?
LinkedIn was sharing some bad news with it’s members – they were eliminating a feature. I’m pretty sure this news upset some of their members. To make matters worse, they sent an update email that was difficult to understand. I bet LinkedIn received a whole mess of “huh?” replies and negative social media mentions.
To their credit, LinkedIn sent a follow up email the very next day with the subject line, “Following up about our Tweets Applicatio
And they did just that. Check out the email below.
Significantly better, right?
LinkedIn did a much better job in this email effectively communicating the feature news. Specifically, they:
- Led by apologizing and ensuring they would clarify in this email.
- Told members what this change would mean for them — how it would impact them.
- Broke up the message into sections using a numbered list.
- Provided two call to action links that were actually useful.
- Included a image showing members exactly what they were referring to in the email.
Email marketing is a very powerful communication channel. It’s important to treat it as such. If possible, have a person or team review all emails before you hit send. Ask them to not just check for typos and broken links, but also to ensure that the messaging is clear. Finally, if you receive feedback that something was not working as intended or was unclear, consider sending a follow up email like the LinkedIn did in the above example.
Are you using email marketing to communicate with your customers? Have you ever had to send a follow up email like LinkedIn did? I’d love to hear your experiences, thoughts, and comments. Please share below!