Fixing Email: When Content Strategy Spills Into the Inbox
No one likes email. If you say you like email, you are lying. If you say you’re NOT lying, that you really LOVE email and you love EVERYTHING that comes with it, you are obviously a robot. Or a cyborg. One of those.
Because no one likes email – especially email that comes from a business or organization.
BUT FINE, you say. Email is the easiest way to get a message in front of thousands of people at the same time. It’s fast, it’s inexpensive and it’s passive. WE HAVE TO DO EMAIL.
I get that. So let’s all make a pact, then, eh?
As content people, we’re responsible for shaping these emails, or at least helping others shape their emails. We know customers probably hate them. We still do it because of those traits we mentioned above: fast, inexpensive, passive. More than that, we know it’s often effective.
It’s up to us, then, to make it better.
