The BuzzFeed Guide to Better eMail Marketing
Consumed => “8 Reasons Why BuzzFeed’s Emails Could Change Everything” by Dan Oshinsky on Campaign Monitor.
fyi, Dan is the Newsletter Editor at the infamous BuzzFeed.
Moi? The lead is buried in #4. Dan said:
“At BuzzFeed, we work hard to make sure our headlines aren’t creating false expectations. If we’re promising the “The 27 Best Moments From The Golden Globe Awards” then those better be the best moments! Don’t trick readers into clicking — readers are too smart for that, and too busy not to unsubscribe from emails that deceive.”
Put another way: Deliver on what you promise. And promise that what you deliver is a quality product. Shit might attract flies. But shitty content and/or shitty experience isn’t going to attract anyone. Just because you send an email doesn’t mean anyone is going to listen. You have to make them want to listen. Or better still, make them NEED to listen.