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Why does email marketing annoy customers?

    Email marketing can be likened to a shooting star that delighted everyone, but it was a very short-lived effect. Just 10 years ago, it was predicted that it would be an absolutely essential tool for online marketing. Today, however, e-mail marketing is used by only around 3% of companies investing in online advertising activities. Why such a poor result? It is simple: e-mail marketing pisses off customers, i.e. the recipients of such content. It is worth knowing why this is the case.

    Very poor copywriting

    Good text is the basis of a successful email marketing campaign. The problem is that a customer who receives an offer to create a great text falls off his chair when he sees that he has to pay, for example, PLN 1,000 for three sentences and a message headline. He does not understand that, in this case, the quality of the content is not judged by its volume. Creating a sensational email title and evocative content is very time-consuming, requires creativity and no reputable copywriter will do it for a bread roll or the proverbial beer.

    The end of the story is well known: the client writes the content of the email himself or has it written by some novice freelancer, resulting in poor copy that is already discarded by the title of the email.

    Wrong target group

    Given that we have very sophisticated and precise analytical tools at our disposal today, incorrectly specifying the target audience for an email marketing campaign should be considered a crime or the height of laziness.

    How will a single, unemployed mother react when an email arrives in her inbox offering to invest in a luxury aparthotel by the sea? Of course, she’ll be annoyed. Just like the rich entrepreneur who is tricked into buying a Dacia.

    Promises without substance

    Let’s assume that a copywriter has really made an effort, created a great title for an email that even compels the recipient to open the message. So what if, later on, it turns out that the promise made in the title or in the content itself was a sham? The customer will feel cheated, get pissed off for the time wasted and, as a result, their attitude towards the promoted brand will be extremely negative. It is therefore a mistake to succumb to the impression that the salt of e-mail marketing is the creation of clickbait titles and content.

    Making marketing emails look like malicious messages

    Content creators for email marketing campaigns sometimes outdo themselves. In an attempt to disguise inept copy, they rely on bizarre message design. Emoticons appear in the title, different font colours and sizes, images, memes and so on. This is all well and good, but put yourself in the shoes of the recipient of the message, who has already heard about phishing. Will he or she really believe that such an eclectic email comes from a well-intentioned company? In real life.

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