EMarketer Email
Background
I’ve only been on this email list for a few months. All of their emails have gone to my Promo Tab so far. It’s fun for me to critique marketer’s emails. For two reasons. One is that I would tend to think they are untouchable because they are in the marketing business. And Two, I’m a marketer, so my inbox and Promo Tab are filled with marketer’s emails 😉
So when I can find any piece to improve, it makes me happy. It means we’re all learning all the time and no one’s work is perfect. Writing this blog helps my own skills and I hope it helps my readers, too. And with my teaching background, taking the red pen to a piece of proverbial paper just warms my heart a little bit each time.
So, here goes…
I received this particular email today, on November 25, 2024.
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Strengths
The subject line is curiosity-driven. “Your marketing blind spot could be costing you.”
The length of the email is short which is respectful to the reader.
The CTA is clear and concise: “Join me on December 5 to learn more.”
The button language is also concise and full of action: “SAVE MY SEAT.”
The paragraphs are also short, which makes them easy to digest.
The focus of the email is promoting a webinar on leveraging AI in your marketing efforts. That is a relevant issue at the moment.
The bullet points are written so that the longest one is on top and the shortest one is on the bottom, so it flows nicely to the eye.
The name of the webinar drives home a benefit and addresses a solution to the reader very clearly: “How to Drive More Revenue with Less Budget: Using AI and First-Party Data.”
The landing page the email leads the reader to is straightforward. It looks easy to register for the webinar.
By mentioning The Aspen Group, the email writer is showing a good sense of authority.
The Emarketer company changes up what name they put in the ‘sender’ field of their emails which is a great idea to keep drawing attention and making the email reader pause and have to think: is this from those same people? That’s a great little strategy to utilize, and it’s super simple but effective.
Weaknesses
The greeting of “Hi there,” could be more personal. It’s easy to incorporate the reader’s first name anywhere in an email. “Hi there” sounds almost impersonal.
The email could highlight the pain points that marketers have around how best to use AI, how difficult it is to really know what your customers want, and how to do all this while saving money.
The email is short, but it could be improved by adding more benefits to attending this webinar. Attending a webinar is a semi-big commitment because it will take time out of their day. I think the reader would be more likely to convert if they had a few more details on the event and why it’s worth their time.
The webinar is free but it needs to be stated in the email.
They are not using a favicon, so their icon in Google is just a generic head and shoulder shape without color.
The hook (first line of the email) is weak emotionally. It says that it’s a no-brainer that we have to know what our customers want to have high engagement. This is a bland, low emotional idea. It would be better to begin with something that invokes more emotion or pulls more at a pain point rather than stating an obvious fact.
The bullet points could be more specific to be more enticing. Adding as much detail as possible to the bullet points would be an improvement.
The writer offers no sense of urgency throughout the email or in the closing or the CTA. The reader is not propelled to act now for any reason whatsoever. Adding urgency to the webinar sign-up would be an easy, effective improvement.
If you’re a business owner with an email list of over 1,000 subscribers, contact me at nancy@nancybushagency.com for help avoiding the email mistakes you read about here.
