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Fear Of Missing Something In Your Overcrowded Inbox?

August 31, 2015 by jennifer mcgahan Leave a Comment

Fear Of Missing Something In Your Overcrowded Inbox?

FOMO and your overcrowded inbox?Do you use email for content curation?

If so, then you may be really impressed.

I just did something I’m only brave enough to do about every 12 months or so. I just unsubscribed from a few dozen email lists.

Yes, these were companies I like, people I follow who offered me great content in return for my email address. I don’t sign up for junk if I can help it, and many of these individuals and companies produce content I enjoy and value. I didn’t want to miss anything…

I’m so susceptible to FOMO. That’s partly why I subscribed to so many in the first place! Fear Of Missing Out.

Today I made a clean sweep of my inbox for a couple of reasons.

First, in many cases, I was pretty sure I had subscribed to their content on Feedly, so I had access to the most recent blog posts as long as I made it a habit to log onto Feedly and check the news each morning. Feedly is a great service if you use it. But even if you don’t commit to a daily check-in, you never need to worry. It’s easy to organize your feeds so that you don’t miss anything.

Second, I unsubscribed to dozens of lists for my peace of mind and to easy my content curation job each day. Making a ruthless call, I realized I only have time to read — yes, actually read the whole thing through — a few very valuable emails each day. I’m an avid email reader, though, so “a few” might mean dozens! In any case, I had to focus on what would genuinely serve me and my clients — not just read content I found interesting.

Vapid Curiosity Derails Business Goals

Let’s be honest. A lot of content out there appeals to our “shiny object” captivation. Like Danny Devito in Throw Mama From The Train, certain subjects hold us captive.

I’m super curious, so I often make connections where others might dismiss the article as outside of their industry or interest. A curious mind is a double-edged sword. You see how everything is connected, so it’s difficult to stop your mind from zapping from one idea to another. It just never ends! I can force a connection between a Stormtrooper, a peanut butter and jelly sandwich, and the healthy habits of Baby Boomers at a snap of the fingers. Six degrees of separation? Ha! I can connect those dots in four!

Does this content really matter to my audience, though? That is the important question…

Instead, focus on the things that matter to your ideal clients.

Understand whom you serve best as you go about building your online business and speaking to people on the web and social media. An accurate picture of your ideal clients and their concerns is gleaned from in-depth buyer persona work. If you want the cherry on top, too, you’ll be happiest if your interests intersect theirs!

So as I went through my inbox and decided which emails to delete and unsubscribe, today I felt a certain freedom, even as I wondered what I’d be missing. Subjects that was interesting to me only — and not necessarily my clientele — got trashed. If I sensed that the email content was merely a passing interest for me alone, I let it go. If I knew the content was something I could share with people who are or might become part of my community at some point, it stayed.

Email design

I was ruthless, but I had to draw the line. My inbox was bursting at the seams. I reminded myself of this one true fact:

People follow you and stay interested in your content only as long as it hold some value for them.

It’s not all about YOU, even if your voice is central to your content.

Back to the overflow of content ideas and miscellaneous info in your inbox (or Evernote or Dropbox or Feedly). Why do we hang on to digital media that doesn’t serve us? Why do we hoard unnecessary information?

I blame it on my marketing brain. It holds me captive. There’s always an email subject line to critique or swipe (yes, I recommend swiping great subject lines!) and there ‘s always a content marketing tip that piques my interest.

But what good does all that info do if I cannot share it or connect with my audience? Content curation becomes a huge time-waster. That was my “Eureka!” moment.

Eventually you will have to experience that cleansing in your business, too. Maybe you don’t have the email fetish that I have. Maybe instead you have a weakness for meet-ups  where you meet exactly zero of your ideal audience. Maybe you download books that do nothing to forward your business. Maybe you spend time on the phone with people who will never buy anything from you… Stop wasting your time, my friend.

Go where your people are. Read what your people read. Subscribe to things they would subscribe to. Build a community around SHARED interest. Become obsessed with the things that they obsess over.

Chances are you already share interests. Most creative entrepreneurs build businesses around these things to make their lives happy and interesting. May I add one thing more? You can stop gathering MORE information than is necessary. You don’t have to be an expert on every tiny facet of your industry. Narrow your interests and expertise and you will become a better content creator and curator. it’s ironic, but true. You have to stop dallying around thinking that you are not educated enough, or “well rounded” enough, or smart enough. Just focus on the connections where you and your customers share a lifeline.

Decide what must be known, done, read, heard and seen — just for today — and there’s your best content.

Yes, there will always be subjects that you are drawn to. (I happen to like astronomy, art, SEO and novel writing… will I ever write one? I don’t know) but I do know that these subjects don’t have much to do with my core connected audience. While these topics are still on my radar, I cut those emails to make time for more production and less reading… and it felt really good.

To be successful and productive in your business as a content curator and a freelance creator, you will discover that the content that doesn’t contribute to building relationships with your ideal clients is content you must live without… at least when you’re checking your email.

 

 

Filed Under: Content Marketing Tagged With: crowded inbox, deleting email, email, email inbox, email list, email marketing, essential oils benefits, fear of missing out, FOMO, inbox zero, marketing, overcrowded inbox, SPAM, target audience, tips, unnecessary email, unsubscribe to email, wasting time

F1 Afterglow And Its Affect On The Email Inbox

November 20, 2012 by jennifer mcgahan Leave a Comment

F1 and the email inboxConnections matter, especially in your customer’s email inbox.

Months of anticipation contribute to the letdown after the big event is over. Case in point: It’s been over 24 hours and I’m still not over the  Formula 1 race in Austin last weekend.

I’m still gaga over F1.

My uncles have been going to Indianapolis 500 for as long as I can remember. It’s always been on my bucket list to go with them one year. But this year I got the chance to do one better. When F1 became a reality in my own hometown of Austin last summer, my dad and uncles called to tell me they were coming down for the event. You can’t be car fans and NOT go to the first F1 race in Austin; out of the question! This was my chance to check it out.

To say it was fun is an understatement. The noise, the sheer power of gorgeous gleaming machines flying along the track at up to 230 mph. Drivers executing turns at top speeds capable of producing 5 G’s of force. Man, machine and millions of sponsors’ dollars putting everything on the line for speed times measured in thousandths of a second.

F1 racing is gripping good stuff! Check out turn 1 of the first lap and tell me if you don’t love this! [Video]

The race last weekend pretty much carried me away. It was a mini vacation (not long enough) from which I’m still trying to get a grip on reality. I spent half the day figuring out when and where I can see another race. I might be hooked.

Whether it’s true love or infatuation, I don’t know. What I do know is, I sat down at my computer this morning to a load of email. Literally hundreds of messages greeted me since Friday evening.

As much as people talk about the importance of subject lines, when push comes to shove and you have to ruthlessly delete email from your inbox, subject lines matter less than two other criteria.

Today the true test of subject lines never even got a chance. I had to get through the bulk of email based on the sender, and what I knew of them.

When you need to delete hundreds of email at a time, it comes down to two simple factors.

  • Past behavior
  • Perceived value of the sender’s email.

Here’s how I whittled down my inbox this Monday morning.

First I scanned my inbox for my clients’ email. These are customers I am currently working with who contacted me over the weekend. Obviously I read these. Next was family. Not always necessary to respond to, but should be scanned nevertheless.

Next, business emails. Bills, receipts, auto responders of payments and ad receipts, etc. Keep those.

Next I had to get through all the stuff that I subscribe to. My discretionary emails.

Interestingly, the criteria for reading or deleting all came down to two things: The sender and my knowledge of their email patterns based on past sending behavior.

I immediately deleted anything I knew would be presented  again in the near future. Some senders produce content that I know will be repeated and accessible through future sends. I deleted those. Their reliability in this case got them deleted! They’re going to send me the same stuff again soon. I already know this base on past sends.

I got rid of stuff I subscribe to through a different channel. For example if I subscribe to an RSS feed via Google reader, I deleted that email. If I’m on a list that takes all content and sends an aggregated version of it at week’s end, I deleted that email. I know I’ll get another chance to review it within a few days.

If I knew it was a regular sender and the message might be an exclusive message with a non-repeatable content inside, I decided whether I wanted to check out the message based on he subject line. Here’s where the subject line actually held some real clout. Admittedly I had so many emails to get through I deleted these based on the sender. But if I know the sender’s content is unique and valuable, I peeked at it before deleting it.

Notices from social sites…I deleted those, too. My daily routine is to check out my social sites and respond to comments, etc, so I  was okay deleting those without reading them. Come to think of it, maybe it’s time to stop those daily notifications like “You have new followers on Twitter, or “This cool person just started following all your boards on Pinterest.” I don’t need to be reminded to keep tabs on that.

Want to know what I did read? Basically, three emails this morning:

1. Sandy Krakowski’s email, my go-to online small biz mentor…for inspiration.

2. Alan Weiss’ Monday morning email…for practical personal and business advice. (As a new subscriber, I’m intrigued with his emails.)

3. Jeff Goins’ email, a fellow writer…his earnestness and warmth are comforting.

I needed these emails today…because if F1 was like a circus, the Renaissance Festival or the Grateful Dead, I’d probably leave everything behind and follow it around the globe. I’m in an F1 frenzy. Good thing it takes money to go to Monaco and Singapore to follow F1. Reality (family and finances) is a good thing. : ) These three email senders would get me back on track and cure my F1 hangover.

And so it all comes down to this: the connection the recipient feels to the sender of the emails, regardless of how she feels about F1 racing. 🙂

I deleted over 90% of my emails without reading them simply based on: first, the sender address; and second, my knowledge of their past sending behavior.

Pretty eye-opening, don’t you think? How do you go about deciding what stays and what goes when your inbox is flooded? I’d love your input!

Filed Under: Email Tagged With: Alan Weiss, Austin, copywriters, copywriting, delete email, deleting email, email inbox, email marketing, F1, formula one, Jeff Goins, managing email inbox, MyTeamConnects, Sandi Krakowski, subject lines, TX

Baiting The Email Inbox

September 10, 2012 by jennifer mcgahan Leave a Comment

True confessions: I'm an online shopper who also studies email marketing. I scrutinize marketing emails and the online sales process up close and personal, if you know what I mean. Last week a few things baited my interest in my email inbox. Two emails that wouldn't allow me to buy what they were offering…sounds crazy, but it's true. 

 

Imagine an email campaign that actually entices your customers to open future emails? Better yet, not only want to open them, but maybe even flag the current email, just so they don't forget to check back to your website at some future moment in time. Sound too good to be real?

I've been noticing a trend among large brands. Many of them are introducing sales and products through email campaigns. Of course, that's old news. Everyone does that.

However these sales are not only time-sensitive; they are not even going on at the time the messages are sent. The customer is actually instructed to visit the website at a later time, or to sign in and jump on a list to make sure they are included in a future email reminding them of the upcoming sales event.

How can this possibly work? Retail email marketers are in the business to try to get customers to ACT… and act NOW.

What kind of call to action (CTA) asks customers to just WAIT a day or two? Click to Tweet.

These teaser emails are so good that customers may even flag them, just to ensure that they 're paying attention when the offer is actually "ON." The following emails from Office Max and eBay Fashion (Coach) baited my attention. I checked these two sales out before they even began. 

Office Max

Why this email works:

First, as you can see, it was mailed to someone who owns a MaxPerks card, which means I have an account with Office Max, shop there frequently, and use their perks system.

office max baiting the email inbox

The Deal of the Week is a great hook. If you buy paper you know that a typical pack is usually around $6. A ream of ten brings it down to about 10 for $50. so a box of paper for $26.99 is a good deal. 

The offer is enticing to paper users like me. (Copywriters love paper.)

Then, just peeking above the fold is "Big Daily Deals."

Worth a scroll down, maybe?

Shazaam!

Here's what hooked me. This Flash drive… I use them, my kids use them at school, I keep pictures on them, etc.

Holy Cow: 32 GBs for $14.99! I'm already pulling out my credit card when I see it's only valid on Sept. 5. That's two days from the day I received this email, but I can still "Shop September 3" so I click.

No go. The price on the website is $49.99 on the day of this email; and no hint of an upcoming sale on the webpage. 

Now I'm thinking this sale is just for MaxPerks members or email subscribers, so I flag the email and save it in my inbox. 

Which is exactly what Office Max wanted me to do. 

A quick scroll down…nothing I want. Except I can tweet this offer to my friends and look like a hero to all the small biz people who shop at Office Max.

And now for the second example of email inbox deliciousness. It uses anticipation to ensure participation.

eBay Fashion: The Coach Store

Email #1: Coach's Exclusive 48-Hour sale…locked out until sale time.

The subject line: Tomorrow: Coach Factory Sale — shop new styles!

This one worked because not only did Coach entice customers to look at the email, the fashion store had the reader click to register just to get into the store at sale time. (The picture to the right is a tweak on the original. "Check back soon" instead of the actual date and time.)

After clicking "Join Wait List" button, the 

coach ebay sale 2

registration page was simply an eBay sign-in branded with the same picture and promises of "Free shipping on orders over $125" and 'Up to 70% Off."

The very next day…

eBay Fashion Store Email #2: Coach's Exclusive 48-Hour Sale…On Now. 

The subject line: Coach Factory: Free Shipping + new styles. Starts now!

Coach Email Sale 3

Here in the email the shopper is shown an example of the kinds of deals she can get if she clicks "Shop the Sale." I only included the top handbag pictured, but there was also a pair of shoes, a wristlet, and a man's small duffle.

The original MSRP was slashed thorugh and the sale price in red.

Again, Coach knows its customers. We know the prices shown are better than department stores' sale prices, so this sale in the email inbox is worth checking out if you're a Coach customer. 

Finally, eBay Fashion Store Email #3: The Reminder Email

Subject line: Don't miss the Coach Factory Sale!

coach reminder email

I included the whole email here for you to see some details…

At the top the header says "Up to 70% off, Plus Free Shipping on $125+" Free shipping is huge, by the way. People who aren't even looking will check out a sale with free shipping. (I think I read somewhere that's especially true for women.)  

Since 10 – 50% of all email is now opened on mobile devices, the header is increasingly important factor in getting your emails opened. This line at the top of the email, just below the subject line urges the reader that this could be good. It may also help the reader to decide to enable pictures on her phone (if she normally disables them).

The product sample are important images to show the shopper that these are current styles; while some of them may be familiar, they are ageless and chic, nonetheless.

Finally, at the bottom, the Coach logo and the tagline "The Official Factory Store on EBay" lends credibility to the email. It's not just some hawker who got an armload of goods from an outlet store or knock-offs from China. (Sorry if that offends you; I'm just saying…)

Finally, ebay's tagline (which I had never noticed before) "If it's on your mind it's on eBay" reminds you that you can always come back to shop later. The apps at the bottom are a nice touch, too. Remember, your customers are mobile now!

Roundup: 

Even if you're not an e-commerce giant, I hope these emails give your some ideas on how to create irrisistible emails to your customers.

The excitement of waiting for a great deal is fuel that keeps customers engaged. A pre-launch email series, toegether with reminder emails and continuously hints at valuable content and keeps your brand at the top of your customer's mind.

Final tips:

  • Don't send an email too far in advance. One or two days seems right. 
  • Don't give too much information. Leave the customer wanting to see what's in the shop. Make them click to see more.
  • Know your audience. Excitement kicks in among people who already know your brand. Don't expect new subscribers and people who have never heard of you to be waiting with baited breath for you to open your doors to them. 

Opinions? I'd love to know what you're thinking…

Hop on over to Facebook and let me know if you're an avid online shopper and what gets your attention these days.

Filed Under: Email Tagged With: anticipation, call to action, Coach, copywriter, copywriting, CTA, EBay Fashion, email inbox, email marketing, email sale, email tactics, flag email, free shipping, header, logo, Office Max, sale, tagline

Just Between You And Me: Email’s Inside Advantage

July 31, 2012 by jennifer mcgahan Leave a Comment

71% of people start their day by reading email (ExactTarget 2012 research).

 

Email Insider: exclusive access is a privilege!

Maybe they make coffee first, but for many people opening the inbox is part of their morning ritual. Today as I’m tackiling the usual storm of messages, it occurred to me what a creature of habit I am…

Here’s the typical morning: get up, brush, make coffee, let the dog out, head to my office and light up the computer, go back to the living room and read a few verses of God’s Word, pour coffee, come back to the office and read email.

Within a half hour of being up — and being the sole, stirring creature in the house — I get my emails.

What an exclusive right you give to every business/marketer with whom you’ve given your email address! They have access to you FIRST THING IN THE MORNING.

Your challenge: as you’re crafting your email messages is to think of how those emails are received by the people on your list.

Email is one-on-one communication. No matter if your list size is 150 or 15,000. When your subscriber opens your email it’s just you and her.

Actually, I take that back…that’s not true. It’s you and her…and the dog, the carpool line nudging ahead, the radio progam, the lunchtime din of a busy restaurant, the conference call she’s on, the turning lane’s green arrow she’s waiting on (let’s get real and face the fact that people use their smart phones inappropriately in their cars)…or the quiet of an early morning office ritual.

Whatever is going on, though — it’s you and your email reader’s whole world at play. All the personal tangents that complete your reader’s email experience. Email is their own personal channel!

 

Posting updates on your wall is a public touch: all eyes on you. Twitter is also 100% public.  Most social sites are about community and sharing.

But not email. At least not until your reader chooses to share…

Email is the inside track of marketing your business. If you already hold a place in your subscriber’s inbox, your challenge is to move that reader further along your funnel and stay at the front of their mind when your services are needed.

Hold your position and honor that privilege by:

  • Being personal in your tone. One-to one; not one-to-many.
  • Targeting your message to your reader’s preferences based on behavioral triggers.
  • Sending at the times of day or week your reader is most receptive. (You don’t have to wait for interaction…you can send as frequently as you like.)
  • Formatting your email so it’s easy to read and interact with. People are reading your email on their mobile devices.
  • Acknowledging (at least to yourself) that you are contending with hundreds of other email messages.
  • Remembering that your reader can opt out at any ol’ time. If your email becomes irrelevant or boring, it’s “Adios amigo.”
  • Responding to their concerns and questions by striving to provide interesting and relevant subject matter in a personal way.
  • Responding to their concerns in a practical sense, too! If enough readers are replying to your emails, you have an engaged list that may be well served by an active Facebook page. Drive conversations there. It’s nice to receive comments in the form of a reply, but you might just serve them better by building a public social community.

Different goups respond to different channels. The more channels you use (Twitter, Facebook, LinkedIn, etc.) the better reach you have online. You become that person that people see everywhere!

Your single email is just one of many. You don’t have any clue of where you are in that unique mix of personal messages your subscribers receive alongside yours. That means there’s no room for anything less than excellent — each and every time you send a message! You want to be the favorite sender. Bar none. The first “present” opened on any given day…

If email is the unique channel your subscriber creates…Your challenge is to be worthy of that “insider’s” privilege.

 

 

 

Filed Under: Email Tagged With: content creation, email, email content, email inbox, email marketing, Exact Target, exclusive access, online marketing

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