Today I received an email from a stranger on LinkedIn, and I have attached the screenshot above. You could see that he is promising me to do something which I would benefit from. But as always I simply deleted this email and move forward.
I’m pretty sure you receive emails like this all the time. The key takeaway from this experience is that, we still open emails, we still give a second or so before we delete it or mark it as spam.
So unless there is a strategy to attach value with the email, it is pointless to send them.
It’s not so much that all emails end up in spam, unless you are a spammer of course. But more and more emails today are totally useless because you are not required to burn currency in any form for the email to be delivered.
Even if the same message is to be delivered over a real mail, at least you paid for the stamp.
So the bottom line is that email is still an effective marketing medium. Not just for delivering content, but for delivering something more, if the sender has the empathy to respect my time and choose to attach value by proving that he/she has burnt cash to actually make the email happen.
One good example of this is InMail by LinkedIn. Where you could literally prove that you burnt cash by burning cash. While this is okay, I’m arguing for a much more thoughtful form of value creation. An analogy could be spending 30 min quality time with a friend vs. a $50 gift card.
At Restoplus we are on a mission to achieving high growth, and communication is key for us to deliver on the promise. Consequently emails will definitely be a part of the strategy, but the last thing we want to do is simply build a mailing list and spam people delivering nothing.
On the other hand, we are exploring ways in which we could actually create the trust, by investing our time for every single client before the email is sent, which means it’ll be impossible for us to blast emails for a start and also it will put us in a place where we are forced to "attach value" to every single email that we sent out.
You got 1️⃣ unread message 💌 attachment: something.value
We are at the start of the experiment, perhaps I’ll share the results in a future blog post, if the theory actually works.