Posts Tagged ‘email’

Email biters bit

Surprised to read that meedja folk don’t like emails. Selling ones, that is.

Announced they’re being snowed by retailers after they bought something from them.


Curious incident of the email in the inbox

But maybe yours was one of the sympathetic 132 comments agreeing with the posting person, Tom Godwin, right.

If you missed / can’t read his post it says: Retailers…..stop signing me up to daily email lists because I’ve bought something from you. Brands needs to get a more realistic view of their importance in people’s lives.

After all, while Tom is completely unknown to VnN, isn’t he directly representative of – or at least a key part of – the industry that advises clients on how they should be selling stuff to customers? You know…how and where to place their comms? And, wait for it, isn’t email on their clients’ media schedule? Somewhere?

Surprised VnN would be (again) if email wasn’t included as part of their clients’ proposed multi-channel strategies.

So why are the media’s advocates getting so het up? Is it still news to anyone that providing your email address to an organisation means they just might use it…? Read more…


Why No is not ‘No’ in new business emails

A recent freebie gathering on how to write better emails:

The scene: an intermediary’s recent ‘workshop’.*
The topic: How to write emails that ‘cut through’.
The audience: agency new biz types / sprinkling of other marketers / hopefuls of varying rank.
The general premise: people listen to experts; intermediaries are experts.
The general exception to the rule: there’s always one (who won’t).

Where your email doesn't get opened

Where your email probably doesn’t cut through

Intermediary’s proposition:

  • clients are incredibly busy
  • they probably receive anywhere between 150-350 emails a day
  • colleagues’ and known senders’ emails get opened
  • unknown senders’ emails simply get deleted
  • how does yours get through, then?
  • answer: by creating that special ‘cut through’.

Erm…yeah…but how, exactly?

Audience status: OK; recognises this is scene-setting; is in nodding agreement; sceptical but still expectant. Want answers to that final…’answer’. Carry on then.

Intermediary’s solution:

  • The secret of our email success is based on five key points:
    1. a great subject header
    2. an engaging / intriguing / must-read introduction
    3. absolute clarity of your offer so that it’s immediately understood
    4. evidence that you know what keeps prospects up at night (hate that cliché!)
    5. a meeting request
    6. PS: there’s no need to take notes, folks; we’ll email a copy of this to all attendees.

One audience member jokes she may not open it. Or worse.

Audience status: OK. Is that it? Benign. Little to argue with. Then a question:
“You lead with the subject header. From your experience, do questions work well in the subject header?”
(This is an actual question.)

Intermediary’s response: “The subject header is really important. This is where the prospect instantly makes up their mind about whether to open your email or not. So you must make sure you have the very best subject header you can think of. As far as questions go, yes, they can be a very powerful device to gain prospect attention…”

The emailer’s dilemma

Gawd. Talking of attention…mine drifted away.

Committed, still sane emailers know and practise all this. Everything we new biz types do and say is designed for one purpose: to get the prospect thinking “I should be talking to these guys”.

Email is just a tactic. An important one. But let’s start not at the beginning but at the end of our emailing efforts: given that you can write sensibly enough, what to do after you’ve emailed your prospects. This topic never arose at above freebie. Unless my attention-wandering state missed it.

Consider the three likely outcomes following your usual email efforts. These account for the 99%: Read more…

What new business cold-calling can teach the PM

Handling hoax calls is not something the PM should be having to deal with. Ditto cold calls.

So we’re concerned but quietly confident that a wealth of expertise gained from new business cold calling at Views not News can help. Should it ever happen again, that is.

Here's an email I was sent...

Here’s an email I was sent…

It’s the NHS, our economy, immigration, Grexits, Ukraine, Saudi funerals, IS — not to mention a general election in 100 days’ time and how to get out of having demeaning telly debates with all sorts of undeserving class war upstarts — which should be matters of concern for the PM right now.

Perhaps add in the crisis of leading Premiership football clubs losing to lower division sides in the FA Cup, too. Black Swan things.

But defo not coked-up, drunken, probably workshy and boastful Sun readers having a laugh. Cheekily asking the PM if he’s awake when it’s 11am. Most likely trying to dig the dirt in an unguarded moment on what Dave really thinks of Nick. Actually, that’s not too difficult to work out.

But get used to it: digital has democratised everything. Even democracy.

So we’ve polled our hugely experienced cold-calling workers here at Views not News to get their personal views on how to handle cold-callers.  Asked poachers to become gamekeepers.

If you’re reading, David Cameron, GCHQ directors, we’ve summarised the many tips and experiences our dedicated staff have submitted.

Based on our extensive prospect calling history in a dramatically changed marketing world, at home and abroad, here’s our top three suggestions you can use now to avoid ever having to answer a cold / hoax call again: Read more…

Daimler man

Debbie Harvey@Debbie_FPCG

You know you’ve got it bad when you are away on holiday but you can’t help wondering if todays edition of @TheDrum has landed!


Well, I could actually. Not worry, that is, about whether “…todays edition…” (sic) had landed. Love The Drum though I do, Debbie, (and the new Retail Update, thanks) I’m a Daimler man now. Although I used to be a VW man. Here’s why:

British is best

Proper clockwork

Germans live by precision timing: two obvious examples of our clockwork-loving co-Europeans are football and cars.

2014 World Cup Winners speaks for itself. But it was back in 2011 that VW agreed not to send its BlackBerry (remember that?) equipped workers emails more than 30 minutes after they’d left work for the day. So as to avoid employee ‘burn-out’, the story went.

Senior management’s possible combustibility, however, was excluded. (PS: I know @TheDrum ain’t email.)

Daimler has now gone one step further. In case you missed it, last month Daimler gave its 100,000 plus workforce the opportunity to signal, mobile-y, when they went on hols. This meant any email which hit their inbox when they were hitting the beach would become the equivalent of toast post. ‘Auf wiedersehen’: the email was deleted.

Lucky German Daimler employees can now return from their hols chilled in the knowledge that email roadblocks no longer await.

“Our employees should relax on holiday and not read work-related emails,” said Wilfried Porth, board member for human resources. “With ‘Mail on Holiday’ they start back after the holidays with a clean desk. There is no traffic jam in their inbox. That is an emotional relief.”

Well said, Wilfried. Emotional relief is what we all deserve. ‘Male on Holiday’ would be even better for me! So good to see human resources claiming credit for something, don’t you think? How different HR must be in Germany! Read more…

New business and email subject headers

Returning from the uninterrupted blue holiday skies of Spain to the uninterrupted blue work skies of London I’d forgotten the second* worst thing of being back in the office: the email Inbox.

And you thought I was going to say ‘other people’. Nope, the formidable Frenchie only wrote that because in a pre-digital era who else could he blame? Today he might have written ‘Hell is other people’s emails‘.

Yes, I’d stayed in touch while I was away. Though not with any great passion, admittedly. And especially not on the beach where — TripAdvisor searches for restaurants being the exception — sand is kryptonite to smartphones. Also, why are iPhone 5’s so useless on wi-fi? Or wee-fee, freely available at virtually every Spanish shop or restaurant, as it is known there? iPhone 4, no problem…but iPhone 5. Sheet.


Really interesting stuff

So you get back to a huge email Inbox list which, unless you want to have “437 unread messages” staring at you all day, and counting, you know you have to attend to. Trawling through all this lot means your brain has to re-engage suddenly with all things electronically dreary. The unreality jolt is enough to make you wonder if you’ve really ever been away.

Anyway, as you apply yourself to the task with your keyboard-unfamiliar fingers and just-returned-to-the-office mindset, you realise you’re basically doing one of two things:

  1. Looking to see what you can instantly delete — a sort of email, ready-aim-fire, ethnic cleansing
  2. Applying newly coined principle of FOMO, or ‘fear of missing out’.  Read more…

When not in Cannes… An absentee’s guide

Soho. Avoid it. Anyone ‘in advertising’ being seen in Soho during Cannes’ week — in daylight — is like being a vampire caught out in the midday sun: you really shouldn’t be there.

So if you’re grabbing a sandwich from Starbucks rather than nibbling a croissant on the Croisette…the poetry’s really not in your favour. Accept it: you’re not worth that much.


But then console yourself with the fact that nor are some of the people ‘down there’ at the moment. But only some of them. Didn’t need to tell you that, did I?

One agency I’ve worked at, for example, sends a whole gaggle of ‘senior management’, complete with fawning friendly fakers, whose excuse for being there is…is…well, I don’t know what it is.

Miserable, moaning and marginalised moi? Mais non! I’ve been before, dontcha know. Indeed, I have also witnessed said senior (as above) agency muckers — all protectively blue-suited, wearing proper shoes and serious socks in a creative world frenzy of T-shirts, cut-offs and flip-flops — knitted nervously together and moving safely herd-like from one bar / restaurant to another during the course of the week. There to be able to talk about having been there.

These are a group of people for whom reaching disagreement has never been easy. Read more…

A problem shared is a problem amplified

06/06/2013 2 comments

Back from my world tour, I’ve received a bundle of random emails. Some hot! Among them was the following:

Keep the kitchen’s tidy

You may have all noticed that we have less catering staff in XXX Street than we did at ZZZ Street* so we need everyone to help keep them tidy.  Can we ask you not to leave dirty dishes or cups in the sink or on the side and just rinse them and place them in the dishwasher.

We are aware there are a couple of issues in some of the kitchens and each of these are currently being worked on so hopefully we will all have a clean kitchen area to use.


Clue: there’s one mistake in the subject, two in the first sentence, and a further one in the second sentence. The second para is both lazy and incorrect. But you spotted all that!

Yet it was circulated, as it is, to a whole bunch of people. A short missive yet long on implications. Little things really can mean a lot. Especially in our sharing economy.

Wanna tidy it all up? Make it fit for a secondary school-age GCSE English ‘pass’ grade instead of the adult ‘fail’ that it is? First corrected answer on a post (electronic or card version) gets a heroic mention in my next blog. Read more…