Email Marketing By The Old James Bond

We’ve already discussed that there’s a distinct difference between the old Bond and the new Bond.

So what does this mean for email marketing? Let’s take a look at the type of email you could expect to receive from old Bond.

Ever heard the term “e-blast?”

Well, there’s something inherently wrong with the term.

It invokes a particular image doesn’t it? One of just ‘blasting’ out information with the hopes of hitting someone.

It’s exactly the type of email old Bond would send

Just the term ‘e-blast’ puts him in a particular frame of mind.

Because of this term, old Bond doesn’t put much thought into what he sends. It’s just something he fires out there.

An ad that hopefully gets some attention.

Unfortunately, he ends up with an email something like this:

You’ll notice some things about this old Bond email.

It’s from 007. The subject line is about double 007. It’s no surprise the email itself is all about 007.

He doesn’t even use his real name.

The email goes on and on about something he finds very important.

Does he really think we’re going to take the time to read all of it? Especially when it’s of no interest to us!

And he’s not done yet…

Notice also the formatting of this email.

He doesn’t even make it easy. It’s one giant block of text.

Not exactly inviting to read is it?

Imagine if he sent these all the time…

Oh, he’ll send emails just like this again and again. But only when he wants something from you.

What else would you expect?

Old Bond’s a love ’em and leave ’em kinda guy. He’s not interested in a relationship with you.

And then there are those fancy toys

Notice how the e-mails are always formatted in this big fancy way. You know like a postcard or a poster. Which is fine, for a postcard or poster. It’s just not really appropriate for every e-mail.

Take a look at this example. This is an actual email received from a theater company. Yes, I’ve changed the names as to not hurt anyone’s feelings.

Notice the giant lettering, centered in bold. These are the actual sizes of the text in the email I received.

Looks like they’re trying to get me to vote for somebody that’s a part of this theater.

But guess what? I don’t even know this person.

Think about what would’ve happened if I HAD known this person.

Apparently the artistic director of this group.

What if HE had been sending e-mails to me all along? Do you think I’d be more committed to taking action on this request?

What would happen if old Bond changed the format?

Instead, what if this were just a simple email? A simple e-mail letting me know what was going on and why I should care.

Wouldn’t that be more powerful than shouting at me about someone I don’t even know?

What the old Bond is missing here is that each email is a chance to connect and share with his audience. A chance to build a relationship.

It’s a missed opportunity to engage his audience.

Let’s summarize what the old Bond has been doing here:

• He’s always broadcasting about himself
• He’s not respecting your time
• He’s missing opportunities to connect

So what would the new Bond do differently?

Find out here: Email Marketing by the New James Bond