I don’t know about you, but several times a week, I get an email from someone whose list I am subscribed to that begins something like this: “I’m so, so sorry to be sending you another email this week. I know I just sent you an email four days ago, and I really am terribly ashamed that I’m sending you another one because I know your email inbox is already crammed full and I’m only adding to your misery.”
Then, after their abject apology, the author goes on to tell me what they were going to say all along, that they have something to tell me about a product or service I might be interested in knowing about.
As far as I’m concerned, the author has already shot themselves in the proverbial foot by apologizing for sending me an email. After all, I subscribed to their list so they could do that very thing…send me emails giving me information about products and services I might be interested in…
When I get an email like this, I know the author is afraid of their list!
Don’t they realize that I’m an adult and that I can unsubscribe to their list whenever I want?
Apparently not.
By beginning their emails in this apologetic tone, the authors leave me with a bad feeling before I’ve even had a chance to read their message. But I think I understand their way of thinking, even if it is wrong…
They believe if they apologize to me before they even state their message, that somehow I will not hit my delete key before I read their email. They don’t realize that by apologizing, I’m more likely to not only delete their message, but to unsubscribe from their list completely.
If I want to communicate to my email list, I send out an email, without apology. Those that want to unsubscribe will do so and those who want to continue hearing from me will stay on my list. That’s the nature of email marketing.
People will unsubscribe from your list every time you send out an email, with or without an apology. Those people who choose to unsubscribe will in all probability, never have become your customers anyway.
Your list is constantly in flux, changing and growing from day to day.
Get used to it.
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photo: GettysGirl http://creativecommons.org/licenses/by-sa/2.0/
{ 2 comments… read them below or add one }
Hi Ellen,
I agree. I don’t care for apologies either. In Toastmasters we help people to refrain from starting their speeches with apologies. Listeners might have thought the presentation was great. But if the speakers starts with an apology, the listeners might think. ‘You’re right it wasn’t very good.’
Warmly,
Jean
Yes, I agree Jean. The opening lines in every email set the tone for how the rest of the message will be perceived. Negativity begets negativity.
Ellen