I was going to publish a post listing 16 different digital products you can sell from your blog, but this one is slightly more important.
The information in this post can help you not look like a complete jerk in front of your audience.
I’ll explain what I mean in a second…
Here’s the back story:
I was sitting on my computer, working hard on a new project (I’m lying, I was procrastinating, checking email) and one subject line caught my attention.
“Ideas for the Perfect Outfit”
… from none other than Louis Vuitton. So, I did what any other content marketer would do – Got Super Excited!
Why? .. because when big giant companies like Coke, Home Depot and even LV start using content to attract and convert more people into customers, it reinforces what we’ve been talking about for years.
… that Content Marketing works!
So my initial thoughts were:
- Yes.. LV get it!
- Yes.. Content is the future!
- Yes.. when I open this email I’m going to see ideas to create the perfect outfit LV style.
But I was Disappointed
By the title of this post you may have guessed that what I saw in that email was not what I was expecting.
Let me show you their “ideas”:
No actual content.
Not one idea.
Nothing but a big image that leads to their collection of accessories. The old “bait and switch”. This email proves to me that LV just doesn’t get it yet.
Now, you might be thinking..
“But they’re LV… They can do that”
But for how long?
How long can they continue to send out emails to their newsletter subscribers with misleading subject lines and no content inside.
How far will they get doing email marketing this way (what we know to be the wrong way)?
I have no freaking idea.
But I do have an idea of how to build relationships with email subscribers. I do have an idea of how content marketing works. I do have an idea of where the online advertising model is headed due to banner blindness.
Maybe it works for them, but it certainly left me with a bad impression.
Lessons From This Crappy Email:
A few things..
- First of all, don’t do this unless you want to piss people off. People are smart. Their bullshit detectors are on-point and they’ll call you out if you try to pull a fast one.
- Adding value and actually helping people will go a long way. It may not lead to a sale right away, but would you try to propose on the first date? Of course not..
- Use images in your emails.. this big picture LV added to the email actually made me click. It’s something you might want to test and see how it works. (just don’t forget the content)
- Lastly, CARE about your audience enough to put in the effort. Right now I’m feeling LV doesn’t care much. I would’ve been happy with one outfit idea from them, but I didn’t even get that.
What do you think?
… does this email look OK to you? Would you have felt the same way? I really wanna know what you think.. leave it in the comments.How NOT To Do Email Marketing by Hector Cuevas