Quick marketing tip 001 — Who the hell are you and why should I care?
tl;dr: Remind your email list who/what you are when you send an email to us. We don’t remember.
I see this marketing mistake on almost a daily basis. You’ve got this great list you built over time or when you launched and you got all that attention and you get a nice email prepared about the newest version of your product or the really cool new feature and just send it out and BAM your click-through rate just sucks!
We aren’t clicking the link, because we don’t remember who the hell you are! Tell us who you are.
“We are the guys that create a browser for your app that makes it better than other apps” or something like that is needed from the guys at Manage Yum. Now, I’m not going to get into why they chose that name, but if you’re going to choose a name like that you really need to tell us who you are, because it doesn’t have any tie in to what your product does. (On another note how about we capitalize that “y” if we’re gonna turn Manage Yum into one word (manageyum), otherwise I’m trying to pronounce something completely different in my head.)
The bigger lesson here is to remember that not everyone is going to remember who you are or what you do. If you have a list of people that do know who you are and what you do, because they’ve already paid for your product or implemented your product, then that’s fine. Segment that list and you will know that you don’t have to remind people who you are, but when I haven’t bought your product, you need to remind me in the body of your email. I’m not going to click any random link in an email I get.