“Email can be fun!”… said no person ever. Actually, it can be fun. My old pal Steve Roemer runs a company in Greater Chicago that helps clients liquidate old machinery, equipment and inventory – not exactly the sexiest, most glamorous gig in the world, right? But his latest email to clients/potential clients shows that adding a little levity can get attention.
First he uses a fun subject line: Holy Sheet Metal Fabrication Facility Auction, Batman! If you’re a person of a certain age (and chances are most of his clients fit that demographic) that subject line is pure gold. Even if you didn’t grow up watching Adam West and Burt Ward in the campy Batman TV show, the “holy sheet” should grab you by the eyeballs and bring a smile to your face.
Subject lines are so important in marketing emails, and most marketers don’t give them any thought at all. They spend all their time on the body of the email – neglecting the fact that if you don’t have an intriguing subject line, the email might get deleted instantly, without the recipient even looking at the body copy. We’ve all done it: if you’re staring at an inbox with hundreds of emails, chances are you’re gonna click on the ones with engaging subject lines first.
Then Steve pays off the subject line with a fun visual, and some punchy (literally) body copy:
He throws in some compelling photos for eye candy:
And adds a few bullet points that highlight what his company offers:
In the words of the greatest TV sportscaster of all time:
In my day job, I send out a weekly all-company email, a digest of what’s happening around the company – HR reminders, meeting alerts, general “need to know” information, etc. In most companies, that’s an express ticket to Snoozeville. Most Boring Email Ever.
But I throw in goofy pictures, memes, links to obscure YouTube clips. I crack jokes, I poke fun at our executives. I put funny captions underneath photos of employees. Here’s are a couple of examples:
We have a section called “Celebrity Lookalikes” where we compare an employee to a famous person. And sometimes it morphs into “Celebrity Soundalikes”:
It’s always silly, it can sometimes be downright stupid… but the readership rate is off the charts. I can’t tell you how many folks have said “at my old jobs, I never used to read the corporate emails because they were so boring, but I really like reading yours.” That’s by design. A spoonful of sugar helps the medicine go down. Or as one of my heroes Hugh MacLeod puts it:
Life’s too short to read boring emails.