I sometimes put people on the spot by asking them why I should sign up for their email campaigns, the most popular response is… “ummh”
To combat the Ummh-factor, you should list five of your own reasons why someone should sign up for your email program. Ask people who work for your company to provide you with reasons, intercept a couple of customers and ask them why they would like to receive emails from you. Now list all these reasons and come up with conversational ways of saying it.
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Providing no answer is bad, providing a canned response is worse – having an “ummh…” here and there won’t hurt you. Here are some good core reasons:
- Be the first to know,
- Useful information, fabulous offers
- Personalized to your preferences
- Delivered immediately
- Because we care about the environment
Keep the reasons listed so your front-line people can easily access; this conveys the importance of collecting emails through all channels and makes them feel important. To introduce the concept, provide scripts/ excerpts from conversations:
- “Miss Smith, the stickers you just ordered are really cute. Have you seen the new puppy stickers? They’re just great – let me send it over to you. What is your email please?”
- “Miss Smith, the muffin mix that you ordered is all set. Did you see the newsletter article that our chef had about this mix a couple weeks ago? Let me send it over to you, what’s your email please?”
- Start off by reading part of the instructions – stop after two lines and say “How about I email this document over to you, and I can walk you through the instructions. What is your email please?”
Make all your channels interactive, and make it conversational. People are beginning to accept email as a natural means of communication. Do it well, and you will excel. I would love to get your favorite reasons why someone should sign up for email.
