Morgan Stewart claims that we (email marketers) need our own dose of Chef Ramsay (you know, the Hell’s Kitchen guy).
In this article, he translates some of Chef Ramsay’s advice to restaurateurs to advice for email marketers (minus the obscenities, of course). Here’s a summary:
- “How much money are you losing a month?"
Have you spent money on bad list sources and not realized it for months? Failed to cross-sell additional products or services in confirmation emails? Failed to send a welcome message? Sent a message with bad links? These are all common problems, but they are easily avoidable mistakes. Don't make them!
- Trying to get too fancy just messes things up.
Chances are you have good content and "other" content -- the content that you include to make sure everyone is happy. If it detracts from the good content, don't add it. Apple does a great job of this. The company's messages are focused on the one thing: excellent products.
- If you serve bad food or the service is poor, customers will not return.
It's bad enough to deliver poorly targeted or irrelevant email to your subscribers. If the program stinks, they may unsubscribe (if you are lucky) or they will simply stop reading your messages. Most customers will ignore you at this point, but some will go to the extreme to discredit you.
- If customers don't like what you are serving, it's not their fault.
Don't go looking for new customers until you fix the problem.
- Stop making %*@$ excuses!
Good content and good service positions your program for success. You can't fool your subscribers for long, so don't waste time fooling yourself.