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Lessons from an "Intriguing" Email

A coworker recently shared with me an email she received that had the subject line, “Could our NEW features work for you too?”

What a great subject line! And what a great use of email to engage lapsed customers.

The email came from a conference call service that we previously used but had not used in many months.

My coworker opened the email because, she later told me, she “was intrigued.”

The email began by introducing a new email newsletter format: “Our goal is to help you become a better presenter and communicator by featuring customer case studies, communication tips, and product information on our latest features. We look forward to presenting you with exciting new content. ” Then the email delivered on that promise with an informative case study, descriptions of new features and  links to helpful articles, including an article from Business Insider called “7 Public Speaking Secrets.” 

This email does many things well:

Engaging Lapsed Customers

By sending this email to customers who have stopped using the service, the company will improve its customer retention and reacquire customers who might otherwise have disappeared. All businesses have some churn. There’s no avoiding it. But most businesses do less than they could to reduce churn and reacquire lapsed customers. It’s less expensive and takes less effort to generate repeat business from existing or lapsed customers than to attract and convert a new one.

A Subject Line to Emulate

In MarketVolt’s 10 Secrets to Write Subject Lines that Sell we recommend that you ask a provocative question (you can get the nine other secrets here). “”Could our NEW features work for you too?” is a provocative question. It inspires curiosity. It invites you to discover something NEW. And by adding the word “too,” it implies that others have benefited from the new features (won’t you join them?). Good stuff.

lapsed_customers

Engaging Content

If the email introduction had said, “Welcome to our new email newsletter. Our goal is to send you monthly pitches about our products and services so you’ll buy more…” would readers engage? No! But this company got it right. “Our goal is to help you become a better presenter and communicator…” Now that’s something I want to read. As I read, if the company happens to tell me how its products and services can help me be a better communicator, I’m on board. I’m engaged. I’m listening. I’m more likely to buy because I the company has established itself as a trusted expert.

Curated Content

To be a trusted expert, you do not have to create 100{4c655e7448f17f478aee32899fe07a58aae4b27abd18a372b67337b64792cdd0} of the content you share. There’s plenty of excellent content out there that you can share. Become a content curator, not just a content-creator, and you will deliver more content, more quickly, and more productively. That’s what the company did in this email by sharing the article from another publication. I still value the content, and I probably wouldn’t have found that article if not for the email. I’ll open the company’s next email because I know it will contain valuable content. I don’t care whether someone on the company’s staff wrote the original piece or curated it.

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