What do you do when an unsolicited piece of marketing lands in your inbox? I suspect that, unless it has a really engaging subject that is speaking directly to you, you click delete without reading. I doubt that you would read an email where the subject line read:

‘ We are from *** Online, a leading Database service provider company working as a giant in the field of providing’

I wouldn’t have read any further if the email hadn’t shown up in the reading panel before I clicked on the delete key. The content was no better than the subject line, it didn’t make any sense to me. Here’s a sample:

Some of the categories are available as :
@ Online Shoppers Database     === 50 Lacks DB
@ Student Database             === 01 Crore DB of 2015 Batch
@ Frequent Flyers Database     === 20 Lacks DB
@ Facebook User Database       === 50 Lacks DB
@ Post Paid Users Database     === 20 Crore DB
@ Corporate Database           === 30 Lacks DB
@ Salaried Database            === 50 Lacks DB
@ High Income Group Database   === 40 Lacks DB
@ Aadhar Card Database         === 05 Crore DB
@ IRCTC Database               === 01 Crore DB
@ Email Id Database            === 05 Crore DB

Now I have taught quite a few Indian students over the years and I still can’t remember what a ‘Lack’ is and I don’t recall every hearing the word ‘Crore’. Maybe I’m ignorant but what is an Aadhar card or an IRCTC database?

I don’t think this email would have achieved much even if I was running a marketing business based in India. I certainly didn’t respond well to a salutation that read, ‘Dear team’. So this email has now gone into my trash folder but not before I drew a few lessons for small business marketing.

What can we learn?

  1. Use an engaging headline that gives your target a reason to open your email. This one could have something along the lines of, ‘Are you looking for new customers?’ or ‘Do you need to grow your mailing list?’
  2. Give me enough information in the body of the email to stimulate my interest and encourage me to want to know more, e.g. ‘how much business could you generate from a mailing list of 4 million high income group individuals?’
  3. Use language that your reader will understand. This may mean avoiding jargon and acronyms which are every day language to you but may not be familiar to your target.
  4. Avoid spamming people. Use an opt in list and if you must use a bought in database make sure that it is legitimate, well researched and will not contravene the laws of the country in which the recipient is based. In this case the sender devalued their own service by spamming people who are clearly not their ideal customers.

If you need help growing and retaining your mailing list why not book a free 30 minute exploratory call with me? We’ll think about your target market, where they hang out and why they should be interested in hearing from you then we can decide the best way to reach them legally. Book your call here.