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A week or so back I sent an email to my Maine contacts (about 540 people) with the subject line "You Won't Be Hearing From Me Again!" It was promoting my upcoming Working Lunch Seminars, but letting people know that I didn't want to be sending out mass email blasts. If people were interested in getting updates, they should subscribe to our new opt-in mailing list: flyte's Web Marketing Alerts (available on the confirmation page once you sign up for our email newsletters.)
Unfortunately, two people replied telling me that the tone was offensive to them. One contractor freaked out, thinking I was firing her. And one prospect emailed apologizing; she thought I was upset because she hadn't made a buying decision yet.
Yikes!
Despite my misgivings about sending yet another mass email and adding fuel to the fire, I decided to write a second email with the subject line, "I'm Sorry."
Amazingly, this email received over 100 responses within 24 hours! Most were supportive, and even a few poked fun of the people who didn't get it. A few mentioned the problems Turner Broadcasting was having down in Boston with their bomb scare and a couple mentioned Joe Biden's most recent gaffe.
In the end, I got about 20 more people onto our Web Marketing Alerts email newsletter and 7 or 8 seats reserved for our upcoming Working Lunch Seminars. (Since attendance is capped at 10 people, that's pretty good.) In addition I got 3 blog posts out of it, and even got my face on the home page of MaineToday.com (albeit with the tagline: "The Votes Are In...I'm a Jerk!") and learned a lot about email marketing and people's response to it.
Some of my favorite quotes include:
I cried all morning. ALL morning.
What a riot! When I first read it, I wondered about the subject line, but after reading the email, figured it was meant to be funny. But, ya know, it worked!!! I immediately signed up for the email list. You may be offending people, but you're a promotional genius!
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Rich, I thought it was a clever way of getting my attention. We ad types call that a headline.
Just be happy people are reading your stuff.
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Rich,
Out of all this you get to send out two e-mails, and keep people thinking about you and your business. Not bad.
Best regards,
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Hello Rich,
You just stumbled upon a great marketing strategy! When I got this email below, I couldn't even recall the email you were referring to ("You Won't Be Hearing From Me Again.") Like most people, I get so much junk every day that if the subject looks the least bit suspicious, I just delete it. So I guess that's what I did with this one. (You might want to add your business name after "Rich Brooks" - I may have taken a closer look if I had seen Flyte in the "From" bar.)
In any event, your "I'm sorry" email sparked my interest, so I dug through my deleted mail to see the email you were referring to. Read it... thought the Lunch seminars sounded interesting... and dragged it back into my Inbox for further consideration.
Had you not sent the "oops" email, I would have never read the first one! Or was this all part of the big plan?? ;)
So what did I learn here? What I'm going to take away from all of this is that effective marketing can't be dull. And if it's not dull, it's probably going to piss someone off.
Now, looking back on my initial email, my biggest concern is that although it may have been attention grabbing, it wasn't necessarily clear. Was it to promote the Working Lunch Seminars? Our new email list? Or was I sick/fired/cranky?
If you'd like to see the full list of people's responses to my email posts, read on...
Rich,
Don't Sweat it. No worries.
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Hi Rich,
We all love you, and I will try to have our key web person at your sessions.
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Rich, What a nice response re: your misunderstood email! I've been down in Florida where the tornado missed me literally by a mile; just getting power and email back, so I haven't even read it yet. I won't worry when I do. Nice save!
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Rich,
It's pretty funny that you had to send out this email. I must admit that at first glance though, I thought maybe you thought I had been nasty in telling you we weren't ready for blog because of the broken links and was relieved when I opened the email and realized you were joking. Still, had I not had an attitude first I never would have taken it that way....hee hee this is the problem with emailing isn't it, too hard to be sarcastic...you could start making dancing happy faces etc after your sarcastic comments like 13 year old girls do....just a thought...may lack professionalism...not sure.
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You're forgiven.
Thank goodness you have a few thick-skinned clients.
We'll be in touch soon,
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Look at the bright side, you aren't running for president!
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Wouldn't it be great if everyone had a warped sense of humor? :)
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Ooops. Been there, done that Rich. No problem on my end. I actually gotthe humor (I'm warped, too). Good luck fixing the problem!
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Hey Rich,
The one thing I have learned about e-mail is that tone of voice and sarcasm do not translate well. I wasn't offended or anything. I know you are enough of a professional to "read between the lines". Good luck with recovering from the blowback.
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Hi Rich,
Tough to put inflection and tone of voice into an email, huh? I wasn't in the former category, but thanks for making sure.
Be well,
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Good Morning Rich,
Actually I had yet another take on it. I thought you were concerned that you were bothering me with your messages, therefore, you were letting me know that you would be happy to continue to inform but you didn't want to be a bother.
My motto is "Don't sweat the small stuff." It's unfortunate that people were offended - perhaps everyone should look at the cup half full ratherthan half empty.
No harm done on this end. Thanks for the follow-up.
Have a great week,
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Count me in on the warped sense of humor - keep the emails coming, makes us feel a bit like being part of the cyberworld!
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We've all sent emails that we regret -- many times the instant we release the mouse button. Fortunately, of the few copies that make it through people's spam filters into actual inboxes, many will be completely overlooked amidst countless spams. Those that do get read will probably be opened by people who know you and will understand the humor.
But it does remind me of an "effective communications"-type class that pointed out that the written word -- like in an email -- is only about 7% effective, as far as communicating a message, lacking such things as tone, volume, body language, expressions, etc.
That means every email has to be crafted carefully to make sure people don't misinterpret it. I have to remind myself of that just about every day.
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Thanks for clearing this up, Rich.
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Rich,
I understood the humor and thought you were being clever. No worries.
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I thought it was pretty funny. I got what ya meant. lol
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Hey Rich,
No offense here - your email seemed fairly benign to me. Hope you're
doing well.
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Rich,
Having read this e-mail before the first one, it's especially funny - an effective strategy as well old boy.
Thanks for the Sunday morning giggle.
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Rich: Thanks for the e-mail--I thought it a bit odd, even for your humor, it was a tough way to know your e-mails are read!
I havn't been diligent about reading each of your newsletters, but would appreciate remaining on your mailing list.
If you ever are in Bangor, please stop in and say hi!
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Hi Rich, Welll, I thought it was a bit harsh - and why be that when an additional e-mail or two won't (I think) cost you any more and you never know what fish you may land - but then I remember you had a clever, and, what used to be called a "wry" sense of humor. Also, you move very swiftly - and some of us may not - and our reaction to your e-mail may be like:
Oops, there is that nice guy from the MEBSR conference - I must do something about my web site etc. etc. So we may all get around to dealing with our sites, or with improving our sites with some more of your prodding. Talk to you later, Best,
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hi rich-
..."so should i let him sweat it out?...if i don't respond perhaps he won't be able to sleep...that wouldn't be fair to his family...mmm...i guess i'll send him an email"... a few thoughts from today
no offense taken. best of luck with everyone else....
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No worries here.
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Hi Rich,
I feel for you. Actually, I'm catching up on my emails backwards, so I opened this before I saw yesterday's, so I can't say how I would have reacted.
I'm going to use your lesson as a reminder of the strange nuances of email-speak, and to remember to take care when fashioning messages/subject lines of our own. (we just invested in GetActive to communicate with our peeps, and subject lines are something I've been thinking about a lot.)
Hope you don't suffer too many bruises.
Best,
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Hi Rich,
I didn't take offense to your email, but I wondered if you would be taking my email address off your list. Without time to ponder it I went on to other things.
No apologies necessary here! :-)
Hope you have a good week end.
Keep warm!
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Hello Rich,
You just stumbled upon a great marketing strategy! When I got this email below, I couldn't even recall the email you were referring to ("You Won't Be Hearing From Me Again.") Like most people, I get so much junk every day that if the subject looks the least bit suspicious, I just delete it. So I guess that's what I did with this one. (You might want to add your business name after "Rich Brooks" - I may have taken a closer look if I had seen Flyte in the "From" bar.)
In any event, your "I'm sorry" email sparked my interest, so I dug through my deleted mail to see the email you were referring to. Read it... thought the Lunch seminars sounded interesting... and dragged it back into my Inbox for further consideration.
Had you not sent the "oops" email, I would have never read the first one! Or was this all part of the big plan?? ;)
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Hm-m-m. I wasn't offended...just figured you were changing your business strategy. I often forward your e-mails to clients that I think might have an interest in your services/classes.
Feel free to keep me on your list...or not!
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No problem. I just felt you had a plan for culling your list. Made sense to me. I laughed because xxxxxxx and I were talking this afternoon and she said she got the same email and she had just been to one of your seminars -- so I shouldn't have felt I was one of the chosen few to be on the "last email list"!
Take care, Rich.
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Hi Rich, no need to apologize; I knew you were trying to get our
attention - you're predictable like that. :)
Have a great weekend,
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Rich,
Too funny! I did think that perhaps you were cutting the ties before we had even discussed doing business but oh, well, to each their own!! Glad to get the second email.
Talk with you in a week or so.
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Hi Rich,
I was admittedly taken aback at first. I even double checked to make sure I was still listed to receive your newsletters. But, I didn't think you were angry. Very interesting! We just never can truly know how people are going to interpret things, can we?
regards,
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Gotta love email!!!
I was in the "I love getting stuff from Rich" group......
So I'll be sure to subscribe......
Thanks Rich!!
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Hi Rich,
Thanks for sending this. I hope any clouds your initial mail caused pass
by quickly.
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Hi Rich ,
I got the gist of your communiqué and was not put off at all. I would like to continue getting emails about your workshops and your newsletter. I'm not quite ready to capitalize on all your great ideas, but they are good reminders.
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Oh I just assumed it meant you were committing suicide.
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Rich,
I didn't see the email, so I'm still here in rockport feeling the love!
Keep em coming!
Kind Regards,
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I thought it was a little goofy too but then I said "he'll be sending and explanation soon I am sure"
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Rich:
No problem. I didn't take offense.
Hope all is going well.
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Yeah. I was wondering how that went over. "Like a lead balloon," it appears. I WOULD like to continue receiving your announcements
Thanks
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Rich, I was hoping you hadn't meant it literally, so don't give it another thought.
How are you doing in general?
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Ha. I was a bit surprised at it. But I made sense of it in the end.
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Rich, I have to say I completely enjoy your sense of humor and I understood what you were trying to say. I think your language is clever and effective.
I particularly like one of the messages I received when signing up for your e-newsletter (about only selling my personal information to the highest bidder)!
Have a GREAT Friday:)
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No worries Rich
I smiled when I saw it and since it followed an initial e-mail, I figured you were indicating you weren't trying to bombard me with too many e-mails.
:)
It sucks when you're misunderstood huh?
Hope you have a great weekend!
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Rich ... some people are just too sensitive for their own good > keep those cards and letters coming
Regards,
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Rich,
To be honest, at first I thought you were pissed that we hadn't bought the maintenance plan on the web site. But as I thought about it I figured that it was just you trying to be clever and that it was probably a mass email. Hey, sometimes those things work and sometimes they don't. Look at Turner Broadcasting and the mess in Boston!
You did the right thing, business wise by sending out this follow up email.
Thank you.
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No worries Rich...just thinking out of the box...good thing...
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No offense taken Rich,
I've been very busy with some customer situations. Please keep me updated. Once I can get some predictable open time I want to start working on a web site.
Have a great weekend,
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Rich:
I was just hoping that your email yesterday was true! ;-)
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Great day, all around.
Best regards,
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Rich,
I got the message (understood it) and I thought it was pretty clever. I did find it somewhat cumbersome to make sure I had checked off the opt in for your seminar notices.
Have a good weekend.
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Hi Rich,
You are too much! I thought it was pretty funny but also wondered what your marketing angle was? To get people to sign up for your newsletter? To get people to follow your blog? Or some other clever 'call to action' campaign? Guess the call to action part really generated some response.
After you've had time to digest the feedback, would love to hear your analysis regarding the goal of the email, the pro's/con's of the campaign and the measure of success ... ooh, good blog topic!
Have a good weekend
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Rich:
I was not offended in the least. I took it as another of your clever marketing tactics, and it definitely got my attention. Sorry about all the humor-challenged individuals.
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No problem Rich, I don't recall seeing it.
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Rich,
Out of all this you get to send out two e-mails, and keep people thinking about you and your business. Not bad.
Best regards,
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No Problem Rich!
I may ned a website some time this year.
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Rich,
I took it as ... you were moving away from the direct email (on the fly) approach and pointing people to signup for your email newsletter. I thought the title and opening were very "attention getting". I guess that's the sales person in me. Tell the people that freaked to relax and enjoy life a bit. Nice job on our website.
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I must be warped (& thick skinned). I thought it was clever.
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No problem! it took me a minute but I soon realized you were joking. I actually found it humorous so now you know which group I fell into to! Have a great weekend!
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No problem--I figured it out!
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Hi Rich,
No worries here. It takes a lot for me to be offended. Please keep me on your email list.
Many thanks.
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No problem. After reading the email, I thought the point was quite clear.
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Rich,
No worries - it's all good. :)
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Your email are fin,
Regards
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No offense taken, my friend. Keep me in the loop.
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Understand!
Hey, could you change my email address in your databank to my new one below?
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Not a problem Rich. I guess you can put your email in the "at least I got your attention" category.
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OK, thanks Rich. FYI: I took it as an attention grabber, but it did occur to me to be bold, which may or may not reflect well on your company. But given the Turner fiasco this week, people are more conscious of attention grabbers. Good of you to take the time to promptly clarify and apologize - which apparently Turner Broadcasting did not do so promptly.
Have a good weekend Rich!
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Rich,
No problems on this end... I read it and figured it was a marketing thing and filed it accordingly.
Don't you hate it when a marketing maneuver backfires? My husband and I own xxxxx and I inadvertently set up an e-mail group several years ago to promote some Christmas cards I had designed - Unfortunately, the group function not only sent e-mails to all 5000 people in our xxxxx organization but also sent everyone elses' responses to my e-mail to everyone. You can imagine how upset my xxxxx folks were!! It was a nightmare.
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hi, Rick; i thought it was funny....
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Rich,
I read between the lines, no biggie on my end! This ended up being a survey on who is uptight and who isn't.
Now you know what Joe Biden is going through! Hee hee
Good lesson for you if you ever decide to go into politics!
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Rich, I thought it was a clever way of getting my attention. We ad types call that a headline.
Just be happy people are reading your stuff.
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Rich,
I cried all morning. ALL morning.
What a riot! When I first read it, I wondered about the subject line, but after reading the email, figured it was meant to be funny. But, ya know, it worked!!! I immediately signed up for the email list. You may be offending people, but you're a promotional genius!
Thanks for the laugh!
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Rich,
I just thought you were trying to get subscriber/prospect attention. Sorta like my friend Jay Abraham, California marketing guru would do. But as Joe Biden would say, "If you know me, you know what I meant". We'll see how he fairs. You, it should be no problem. Words are pretty powerful things. Huh?
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People are always re-inventing what they consider to be "new" ploys to get people to open, respond, act on their message.
I still think one the most effective was the radio station that placed ads in the newspaper disavowing any knowledge of the fact that their new morning man had been anything other than a good citizen, wonderful father, great humanitarian, no matter what the previous day's news had reported him as being, and they ran it over and over again. The station had people calling all day trying to find out what page the "story" ran on!!!! Nice try though, Rich. I would like to attend sometime, let me look at that schedule again...
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Guerrilla marketing at its best, just don't go to work for the guys down in Boston...
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Oh dear. Sarcasm is lost on some poor souls.
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Hi Rich - I did not take offense, but I do enjoy hearing from you - so keep me posted.
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Hi Rich ~ No worries. I saw the subject line for what it was and actually hope to attend one of your sessions. I also assume the message below was a mass e-mail but thought I'd answer you directly anyway.
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I assumed it was meant to be funny but it did strike me as being potentially easy for the more emotionally fragile to misinterpret. At any rate I'd like to continue hearing from you
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No offense taken. I fall into the "thought it was clever" camp. You've got to go a long way to offend me....
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Rich,
Not a problem here, it's hard to get emails to stand out with all the clutter these days, a nice catchy line is important. I did forward it to my marketing person, and we'll figure out if we would like to participate in the future.
Thanks for the info.
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LOL - I love it! Thanks for the chuckle toward the end of a long week!
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Dear Rich,
Oh, expression in emails can be so tricky sometimes!
Thank you for the explanation.
Best,
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I was a little surprised at first but I figured it out ;-)
Just be glad you don't work for Turner Broadcasting ;-)
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I am all set. No need to send any more emails. Thanks
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I was just worried that you were leaving flyte, but once I realized what was going on... I absolutely laughed :)
Cheers,
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xxxxx and I thought it was a little strange and a little weird but aren't all web developers? :)
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i'm in the warped sense of humor category.
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Hey Rich
No sweat but this note was a smart move. I thought it sounded angry and kind of confrontational and knew that's not what you intended.
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Personally, I think if that was viewed as inappropriate or was troubling in any way, I would have to say that these folks need to be a little more swamped so they would not have enough time to consider the minutia of everyday life. Goodnight and Good Luck!!
Thanks,
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I fell on the humor side, but wondered if others might read it wrong...
ah well, it's true that humor via email is often really hard to get across correctly.
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No problem at all Rich. We're all human, and I'm sure everyone understands.
I'm just glad I didn't do anything to offend you.
Have a great weekend.
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No worries - I must admit it didn't strike me on a positive note.
Please do keep me on your mailing lists - I want to do something eventually!
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Please don't worry about how I took your email--it was clear if anyone bothered to read on...
Have a good weekend, Rich.
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Actually, I thought you might be losing it, Rich. Thanks for the e-mail. I'm glad everything is okay.
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Hi Rich,
I did not get the email - I guess part of our perhaps too high spam
filter.
Chances are, I would have laughed.
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Hey Rich,
No problem -- I took it in the humorous spirit you intended.
Hope you like your new digs.
Best wishes,
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Really?? I actually thought it was exactly as you put it, a clever way of grabbing someone's attention. People have to lighten up.
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Rich,
Frankly, I was relieved! You mean, I will be hearing from you again?
Drats...
Kidding,
No worries, march on.
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Not a problem...however I think the scare in Boston has people on guard and more sensitive to different marketing styles they may not be accustomed to.
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Ha ha. No problem Rich. I was a little concerned with the subject at first, but as soon as I read the e-mail I knew exactly what you were trying to say. Thanks for the apology, but no harm done in my opinion.
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When I first saw the subject line I thought something was wrong with you (that'd you'd be out for a while), but then once I opened the message itself I realized that you were just being clever. At least you know that people read your emails!
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Hi Rich...
No worries here! People who were upset with you, are only upset with themselves! Enjoy the new year!!
Add to del.icio.us
Digg this
Just going by the response it looks like there's no worries on this one.
Posted by: Dawud Miracle | February 12, 2007 at 10:50 AM