2. Respect your customers’ intelligence
People are marketing-savvy these days. This means that they see a lot of ads each day, receive a lot of emails, talk with sales representatives frequently, etc. You can’t just expect a poorly designed ad, or a carelessly written copy do the magic for you anymore. It gets even worse when you try to win people over with deceptive ads and click-bait.
Some of the most repulsive deceptive ads and click-bait are happening in mobile advertising. Chatmost placed a dirt mark on its banner ad so that people would try to clean it and touch the ad.
Kaiwei Ni, a Chinese sneakers manufacturer, used the same tactic for getting people to tap its ads. This time they placed a strand of hair on the picture in order to trick people into touching the screen.
The results of these tactics were nothing other than people’s distrust. In a short time, these companies went viral as examples of companies using deceptive advertising. Lots of subreddits are talking about them and they got mentioned in big publications such as Adweek for their shady methods.
Some other dishonest marketing tactics are related to email marketing. Examples of these tactics include adding people to your lists without their consent, making it intentionally difficult to unsubscribe, and sending clickbait subject lines.
I’m subscribed to around 100 email newsletters, and there are a few that have earned my distrust over time. They generally use clickbait subject lines to get opens. Here are a few examples from my inbox:
- “Want my website?” (This person was a selling his website themes)
- “I told you not to do this” (I had no previous communication with them)
- “Your subscription is expiring” (What subscription?)
The latest revolutionary technique of these people is using “Re:” in their subject lines without ever starting a conversation with me.
- “Re: your invite”
- “[last chance] Re: your offer”
- “Re: Join . . . in London on October 19th – save your spot now!”
I get so frustrated when I see these emails in my inbox. Send me clickbait and I’ll doubt whatever claims you make — anytime, anywhere.
If you’re wondering what makes a clickbait title, here are some cases:
- Deceptive about who the email is from: “Did I leave my jacket at your place?” seems to be from a friend, but it’s not.
- Deceptive about previous email exchanges: the blatant “Re:” type
- Deceptive about the urgency of a message: “Urgent — Update your information.” You click on it just to find it’s a promotional email.
- Deceptive about an action taken by the subscriber: “Your Reservation Confirmation,” “About your order,” “Thanks for your order!”
According to CAN-SPAM act, each separate email that violates its requirements is subject to penalties of up to $41,484. So you might want to check out the act’s requirements before you send another email.
How do you write email subject lines that are attention-grabbing and honest?
There are two things you need to do:
- Be relevant: Citing the article they’ve written, a person you both know, any new projects their company is working on, or a problem they’re facing (and how to solve it) will make your subject line more relevant. Subject lines like, “We both know [a person]” or “A word on your [name of the project],” “Could your sales team produce more leads? Here’s how,” or “How I lost your Sperry’s … and why you should meet with me” still rock.
- Use your industry’s hottest news: If a personality, product, number, or practice is trending in your industry, use it in your subject line. It will pique the receiver’s interest and get a click. Some examples are “Facebook dropped the ball — we picked it up,” “The new Amazon feature rocks but there’s a catch,” and “AI helping you get more leads”.
Your customers’ feedback is one of the most valuable assets you need to grow your business. Use customer feedback software to collect and manage your customers’ feedback. You can basically use their feedback in any phase of your business growth from product development to advertising.