Your email copy can drive your sales
The copy in your email is as important as the copy on your web site home page or product landing pages.
I am surprised at the number of companies who do not treat their email as an important sales and marketing tool. The copy in those emails should be treated as carefully as the web copy on the product landing pages. Here's an example from a recent exchange I had with a software company.
Background: I bought the software. The online Help for the product does not document how to use a specific feature of the software. Eventually, I found documents on the company web site that refer to options that do not appear in the software. After hunting around for technical support for awhile, I found the email support address. I sent my questions to that address and received links to documents that do not document how to use the specific feature.
One day after buying the software, I received an email from an "inside sales" gentleman. I have included the exchange below.
My points about the following exchange:
1. The "inside sales" gentleman gives incomplete information about the support number in his original contact with me. He indicates a "toll free" phone number, which I interpret to mean as free support at first impression. I am happy, as I have many questions I could not find answers to. When I find out the support calls actually incur a fee, the gentleman's original email makes his company appear misleading at best and dishonest at worst. He does not clearly indicate that free web-based support is available, even in subsequent replies to me.
2. His replies are terse, not friendly and not helpful. There's no care in the phrasing of those emails. He gets defensive after two email exchanges and does not provide links to the support options that he mentions. His company does not understand that the original contact with me should be treated as carefully as if the text were part of the web copy on the product landing pages.
3. He includes a reply with an almost incomprehensible sentence. That just makes him and his company look like they could care less whether I get the information I need or not.
Conclusion: The company would be better off to not send out the original email at all. My last reply to the gentleman is a digression into a mini-lecture straight out of "The Holy Tabernacle of Becky's Opinion."
Lessons learned: The Internet seems impersonal, but it isn't. Email copy should reflect the fact that you are communicating with someone in the privacy of their home. I don't mean get overly personal or cutesy. The wording in the email should convey personal friendliness, like we are sharing a pot of coffee. As an ideal, the copy should reflect the image of your company and tone and terminology in the copy on your web site, with a little more personal touch.
Thanks for reading.
Becky
If you care to read the email exchanges, here they are.
-----Original Message-----
From: xxxxxx
Sent: Monday, April 11, 2005 9:30 AM
To: xxxxxx
Subject: Thank you for your purchase of XXX Products
My name is xxxx, Inside Sales Rep with xxx Corporation. I just wanted to take this opportunity to thank you for your recent purchase of xxx Products. If you have a need for additional licenses, or have questions about our xxx product, please contact me at (111) 111-1111.
If you have support questions, call (111) 111-1111 - toll free
Best regards,
XXXX
XXX Corporation
-----Original Message-----
From: Becky Lash
Sent: Tuesday, April 12, 2005 9:09 AM
To: XXXX
Subject: RE: Thank you for your purchase of XXX Products
The support line is toll free, but the support call is for a fee. I have read the online Help and it refers to buttons that do not appear in the product. I am having trouble using the product and do not want to pay additional fees [for a support call].
-----Original Message-----
From: XXXX
Sent: Tuesday, April 12, 2005 11:37 AM
To: beckylash@epictrends.com
Subject: RE: Thank you for your purchase of XXX Products
Becky,
I'm sorry but you will have to contact our support if you cannot if answers to your support issues on our website.
Regards,
XXXX
-----Original Message-----
From: Becky Lash
Sent: Tuesday, April 12, 2005 10:52 AM
To: XXXX
Subject: RE: Thank you for your purchase of XXX Products
I understand that. However, your original email is misleading. You refer to a toll-free number, which implies free support, in most cases. You might want to add clarifying information that the toll-free number is for fee-based support. That would help your company appear more forthright.
-----Original Message-----
From: XXXX
Sent: Tuesday, April 12, 2005 11:58 AM
To: Becky Lash
Subject: RE: Thank you for your purchase of XXX Products
Unlike other organizations that offer support, we do not give you a Long Distance number to call us direct, offering a Toll Free number is not normal in the tech industry. I appreciate your concern and input.
-----Original Message-----
From: Becky Lash
Sent: Tuesday, April 12, 2005 12:01 PM
To: XXXX
Subject: RE: Thank you for your purchase of XXX Products
Your email should include a link to the email-based support, if you want to create the best impression. Email as a marketing tool needs the same care as any copy on your web site.
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