In last week’s eec webinar, Email Marketing: For Humans!, Alessandra Souers from JibJab took us through how her company has significantly improved its email program’s click-through rates, conversion rates, and ultimately revenue by inserting its customers’ faces (uploaded by the customers into their own accounts) directly into images in the inbox.
However, since very few companies have access to pre-cut faces of their customers in the way JibJab does, Souers offered these 4 tips for humanizing any brand’s emails.
1. Show acknowledgement.
You’ll build trust by admitting you’re another email, offer, survey, or notice in their inbox.
2. Be empathetic.
Consider the expression: “Be kind, for everyone you meet is fighting a hard battle.” Health problems, financial hardships, loneliness, long distance, grief, anxiety – we’ve all been through our difficult days. Evaluate your copy from the perspective of someone facing these challenges. Does it make them laugh? Does it offer relief? Does it make them feel not alone?
3. Feature something recognizable.
Everyone likes to feel special. Include a photo, city/state/region, a store’s location, their name, a previously purchased item, a reference to an email they recently opened, or the device they’re on to bring the message home.
4. Share your company’s story.
You don’t just work for ABC Business. You work for a company that started with $5 and a door-to-door smile, has seen its share of ups and downs over the past 40 years, has hired some of the best human beings this planet’s ever seen, has made an impact in the community, and was even featured in that movie that one time.
Find a human element in your company’s past or present and let your subscribers in on the story.
Our awards team members: Alessandra Souers, 2015 eec Stefan Pollard Award Recipient and Loren McDonald, 2011 eec Award Recipient and Chair of the eec Awards Subcommittee – provided a great webinar filled with humor, creativity, and tips to take back to the office.
We can’t wait to see how this year’s awards candidates have contributed to elevating email marketing. Start thinking about who you’d like to nominate for the following two awards:
- eec Stefan Pollard Email Marketer of the Year Award for brand-side and
- eec Email Marketer Thought Leader of the Year Award for agency/vendor-side.
Winners of the Pollard and Thought Leader Awards receive:
- Complimentary registration to attend the 2016 Email Evolution Conference.
- Feted by colleagues, peers at a special luncheon at the Email Evolution Conference in New Orleans – March 30th – April 1st 2016.
- Recognition and esteem from the industry and your peers.
- The opportunity to be featured in a webinar with the eec.
- A distinguished trophy and special e-signature logo.
We’re looking forward to seeing you as a winner of one of the distinguished eec awards or cheering on your friends, peers and colleagues.
Also, as a reminder, we’re accepting speaking proposals for EEC16 until September 14th so get your proposals in for consideration!
Lisa Brown Shosteck
Managing Director, eec