Top 10 Overused Words in Email Marketing
Posted by Kate Webster on January 16, 2013 in Email Marketing [ 0 Comments ]
Email marketing campaign numbers have skyrocketed in recent years, and competition to stand out within the confines of an inbox is tougher than ever. Still, Act-On.com reported, “59% of B2B marketers say email is the most effective channel in generating revenue.”
Not to mention that 77% of online customers ages 15 and up claim that email is their preferred method of receiving promotions; that according to our recent blog post, Email Marketing: Simple and Cost Effective.
So, how can you improve your chances?
2013 is going to be a content driven year, so perhaps considering how your emails rank from that standpoint is a good place to start. Read-on to find the 10 most overused email marketing words so you can be sure to avoid them.
1. Leader/ Top– If you’re really at the top of your industry, it can be helpful to share this information with your loyal customers. However, if you are not really in the top 5 (ok, top 10) of the nation’s leading distributors, don’t claim to be. Be sure to back up your claims with rankings or awards to make them credible.
2. Unique/ Innovative- These days, everyone claims to be unique, which goes directly against the definition of the word. Instead of just coming out and saying that your business is “unique” “innovative” or “creative,” show them!
3. Professional– The word “professional” doesn’t contain the emphasis that it once did. People have come to expect professionalism, and you shouldn’t have to keep reminding people that you’re “professional;” your company should naturally project that image.
4. Largest Selection– Talking about how large your selection is might excite people if the product you offer is something that needs a high level of personalization (such as clothing sizes), but could also give a negative connotation that your supply is greater than the demand, or that your product is having trouble selling.
5. Best Price– Though price is one of the key metrics for customers; your company should be more focused on quality. Customers will likely be able to tell when you are compromising excellence for lower prices.
6. Huge Savings-It’s no surprise- people love savings, especially when they’re “huge.” Instead of saying the sale is huge, show it; use exact percentages or dollar amounts.
7. Simple/Easy– People appreciate simple, but it’s not like a company is going to include, “…in just 27 complicated and frustrating steps!” Find a new way to show the simplicity of your process instead of just telling your customer.
8. Service– In the same vein as “solution,” “service” is an unnecessarily broad term used to describe exactly what it is you do. Choose a specific way to describe your business operations, and let your customers in on all of the benefits of using your, uh, service.
9. Free Gift- The phrase “free gift” is just redundant. Aren’t all gifts free? They should be at least.
10. Solution- The word “solution” is vague, which is why it’s used so often in marketing campaigns for companies that don’t want to get into specifics about their product.
Your word choice might be saying more about your company than you’re aware of. 69% of email recipients report email as spam based solely on the subject line. And though you may be trying to gain your customer’s attention by using exaggerated marketing terms, this may actually be working against you. Contact your customers with inspired and imaginative word choice, and they’ll likely give a much greater response.
Photo credit: lonelybrand.com