I don’t know what I did to upset the universe…
But yesterday, I had to deal with two Best Practice Basilisks haunting my clients’ email copy.
What’s a Best Practice Basilisk you ask?
Well, just like a real (or mayhap mythical) basilisk, looking into its eyes spells instant death. And so, yes, I did narrowly avoid death yesterday.
Here’s what I mean:
My opinion about the quality of “email marketing best practices” type articles produced by HubSpots and Klaviyos and MailChimps shouldn’t shock you:
I think they’re downright trash at best, and actually harmful to your business at worst.
In fact, let me go dig up an article right now and explain why it can be dangerous:
I’m back and I found a HubSpot article.
Now, I’m not doing the entire list. There are 20 “best practice seeds” that this company is putting out to turn mindless marketers into full-blown Best Practice Basilisks. Now, this isn’t to say all their points are bad. They include some good ones like “include a clear CTA.” You’d think that much would be obvious, but remember these articles are for one of two reasons:
Either it’s an SEO play by HubSpot. Or they’re just planting seeds for the aforementioned mindless marketer.
And, as you’ll see, the bad “best practices” far outweigh the one or two good tips.
“Best” Practice #1: Optimize the email's preview text.
This is the preview line that appears next to your subject line. This can be useful, and sometimes I’ll add a preview text, sometimes I won’t. It depends on the situation and the email—which is why optimizing every email’s preview text is a bad idea.
Here’s why:
The late, great Gary Halbert answered this question decades ago with his “A pile” vs “B pile” lesson from direct mail.
The point of this lesson is why optimizing every email’s preview text will devour sales. And it’s even still relevant to direct mail today.
Think about it:
When you get mail, you divide them into an A pile and B pile. Everyone does this subconsciously. In the A pile, you add personal letters from friends, and either open it immediately or set it aside to read later. In the B pile, where you add ads, promos, and flyers, you throw them straight into the trash bin.
Same thing happens when you use preview lines in every email. It screams “I’m an ad, and I ought to be deleted.”
Now, there’s a time and place for preview lines.
But in every email?
Then you run the risk of immediately being deleted as soon as your customers lay their eyeballs on your preview.
Worst part?
This isn’t even the most egregious email mistake.
Moving on…
“Best” Practice #2: Keep the main message and call-to-action above the fold.
This is a sneaky way to say design your emails heavily and keep them short and sweet.
But pretty images are rarely the best way to convince and persuade someone. Of course, this style of email also immediately looks like B pile trash too. And when it’s unpersuasive and impersonal and boring on top of already being B pile, then, well, that’s a surefire way to make zero sales from your emails.
Much better to disguise your email for as long as possible. That’s why I “hide” CTAs until the very bottom of the email.
“Best” Practice #3: Include your logo.
Again, a logo screams B pile.
Plus, it adds ab-so-lutely nada to your message. And if you’ve actually done your job as an email marketer and optimized the relationship with your list, then you don't even need a logo. Your audience will already know who you are and sit excitedly to read your thoughts of the day.
Also, the more images you have in an email, the more likely your email ends up in either the Promos tab or the Spam folder. So, if there is a time and place to use an image, I can guarantee you it’s not a logo.
“Best” Practice #4: Name the offer in your subject line.
Again, this immediately tells your audience that you think of them as a one-night stand and their only benefit to you is by “taking advantage” of your promo of the day.
What’s funny is another one of their tips is to write compelling subject lines—and offer subject lines are almost never compelling.
Of course, there’s a time and place for this. I’m not saying you should never have an offer in your subject line. But if every email has an offer in the subject line, it won’t be long until getting your open rates over 10% is impossible.
(I’ve worked with several brands over the years that I had to rectify after they committed this mistake.)
“Best” Practice #5: Include an email signature.
Okay, last one. But having a polished and professional email signature screams you're a corporate behemoth that only cares about making sales. Of course sales are important. But people naturally despise corporations. This even extends to brands.
Why?
Because it’s not personal (even if you include a first name tag before diving into your email).
Plus, it adds another image which increases your likelihood of going to promotions or spam. And it also signals B pile to your audience.
Now, you should sign off with your name. You can even get creative and quirky with it.
But having a polished and professionally-designed email signature screams you’re not a real human bean.
See how these Best Practices turn into sales-devouring Basilisks quickfast?
And yet… two separate clients yesterday had others “critiquing” my copy by offering me some of these best practices. Not only is unsolicited advice the worst, but it’s also usually wrong. Both told me not to “include a CTA” or to “hide” it in the P.S., which is a played out and outdated tactic from the early aughts.
Moral of the story?
Watch out for Best Practice Basilisks.
They can be your customers, friends, and even co-workers.
Much better (and healthier for your bidness) to listen to Daddy here.
Anywho:
If you need help avoiding these sales-hungry Best Practice Basilisks while also growing your email revenue to heights that are hard to fathom, hit reply, and let’s chat.
John
Comentários