Would you like Onions with That?

John, when is the best time for me to send my company’s weekly email?

That’s a great question.  And the answer is, when it’s ready.

I believe in great content.  And I’ve also been told that Tuesday afternoon, Wednesday night, and Sunday mornings in February are the best times for Facebook interaction.  And the best time to send out your company email is Thursday at 2:00 pm.  However, just because your timing is impeccable doesn’t mean you should cut corners on your content.  What exactly does that email say?  Is it carefully written, with an interesting subject line or are you sending out a bulk email just because it’s Thursday at 1:45 pm?

Before you hit send, think about how many emails you personally delete.  Maybe it’s the sender (Aldi has expired flour on sale!), maybe it’s the subject line (Bob, Senator Jones needs your $50) or maybe you just feel like making something disappear.  I’ve read that perhaps only 20% of all email is actually opened.  If you don’t want your email to end up on the virtual cutting room floor, think about a few things before you compose that note.

Does it have to be said?  If the answer is yes, make sure your email is clear and concise.  Get to the point on the opening line.

“Dear Bob.  We need your liver.”  You wouldn’t delete that one, would you?

“Now allow me to explain.  Veal Liver is delicious and a great source of high-quality protein.  And this week, Bistro Bistro is featuring our best customer-submitted liver recipes.  Submit your liver recipe and perhaps next week we’ll feature your liver.”

Does it include a call-to-action?  In other words: do this; buy that; call this number; eat at this restaurant.

“Dear Bob.  Your neighborhood bistro market has liver on sale!  So stop in (Stop In.  That’s the Call to Action) and pick up a couple of pounds today.  We’re here until 9:00 pm and while you’re waiting for our butchers to trim your liver, take a look at our award-winning produce department.  We’re featuring fava beans for only $3.99 a pound.  And fava beans make an excellent accompaniment to liver.”

Do you have a compelling subject line?  Because I’m going to decide whether I’ll delete or open based on your subject line.  If it’s the standard “Our latest news…” then you can bet I’m headed for the delete key.  So think about your subject line and write something compelling.  Get your recipients to take that next step.

“Our livers really quiver.”

And with that in mind, if you’re haphazard, you can produce emails that are akin to a  fried liver drenched in gravy.  It’s drenched because very little care was taken in the actual preparation.  Coat it in gravy and perhaps 20% of the public may order it.

liver-and-onions-with-spuds-and-gravy

Overcooked peas, instant mashed potatoes, and too much brown gravy. If this dish represented a paragraph in your company’s weekly email, would you want to read it?

 

 

Or you can take a moment to refine your company’s weekly emails, carefully read them three or four times looking for unnecessary words, frivolous sprigs of parsley, or too much breading.  Only use what is absolutely necessary to produce your statements, your emails, and your dinner.  And instead of drowning your liver in gravy, produce something your customers and clients should look forward to receiving, much like an appetizer at your favorite restaurant.

liver_onions_perse

Liver and Onions, courtesy Thomas Keller’s Per Se. If this dish represented a story, I would want every bite.

 

If you’re looking for clever, knowledgeable, and affordable help with your company’s social media, call me at (864) 616-7171.

John

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