About this time of year, I start to get holiday greeting cards. Since I am an atheist, the only religious cards I get are from my aunts and uncles, too set in their ways to even contemplate why one would send a nonreligious card. It would never cross their minds that I might find it offensive. I will never change these octogenarians; I simply do not return the sentiment. Nor do I like the politically correct or cutesy cards. I am not a curmudgeon, I just don’t send greeting cards. Nor do I write the holiday letter like the badly composed poems or detailed letters I receive describing what that particular family has been up to during the year. If I don’t already know what is going on in their lives, why should I care to read about it at this time of year? Why do they even bother? Tradition? Afraid to offend someone by omitting them from the annual mailing list? Or a feeble attempt to stay connected?
The first card I received this year featured a wreath on the cover, apparently an attempt at being neutral; but the message inside failed at this neutrality. “Wishing you and yours a very merry Christmas” is a Christian sentiment, which alienates me and all the others who celebrate non-Christian traditions during this season. I am sure the sender did not want to offend, but I would have been happier without the card. Her attempt to personalize the card by writing my name and then signing it “Love, your cousin” failed; the card was still sterile, providing no real personal touch nor connection.
Have you ever signed up to be on someone’s email list only to receive a missive that, like these holiday cards, fails to connect with you. Your name may be cleverly inserted in the email, but the content fails to ring true with you. I can’t tell you how many times I have unsubscribed from lists because of this failure. Most likely, you have done the same.
Don’t let your list-mailings be like holiday greeting cards
Though sending a holiday greeting card may not appear controversial, some recipients, as myself, may take offense. When sending emails to your list, try to avoid offending a portion of your list. If you notice that people are unsubscribing, try to find out why. It may be that you have the wrong message (atheist don’t welcome Christian-based greeting cards). Decide if you want to keep these people on your mailing list; if so, change your message. If not, do nothing and gradually those for whom the message does not resonate will self-eliminate. Remember that you are carving a niche for yourself, targeting a specific audience. Accept that some people who sign up for your mailings may just not be the right fit.
Try not write to please everyone or you will may become as ineffective as the politically correct holiday card. Don’t make your writing so sterile that people question why you bothered to send out the mailing. Be yourself. People signed up for your emails for a reason; grow that initial attraction so they look forward to your emails. Write frequently. Establish a relationship and keep it going. Even though we are family, receiving an annual (obligatory?) card from my cousin means little to me; it does not keep a connection going.
Don’t become too formulaic. Inserting a first name into a form letter does not make the letter personal. Write from the heart, make the reader feel as if you are writing just for them. I love emails from people I follow who have mastered this technique. So how do you make that perfect connection with the reader? Be engaging. Speak to the reader. Provide useful information. Have a unique voice. Be there for the reader more than for selling a product or service. Look at the techniques that your favorite authors use. Try to figure out how can you incorporate their artistry while retaining your style.
7 Ways to prevent the reader from hitting the unsubscribe button
- Be yourself. Readers can tell if you are authentic or not.
- Be helpful. Provide something useful or informative.
- Be engaging. Involve the reader, ask questions that elicit responses.
- Be unique. Write from your perspective.
- Be truthful; not just with facts but in presenting yourself.
- Be there. Consistency is important. Let your readers know the schedule and stick to it.
- Know your readers and what they want from you, then satisfy their needs.
What do you do to keep your readership? Do you have suggestions other than those listed above? would love to hear your story.
