I received this email last week (and the exact same email in January). In light of my topic of “Entice Me” for this week’s Art Marketing Action newsletter, I thought it would provide an interesting case study. Here it is. Verbatim except that I protected them by giving them a different name. (Not sure why. I am just giving them the benefit of the doubt that their hearts are in the right place.)
"The seeds have been planted"
January 2005: FancyArtWebsite.com <http://www.FancyArtWebsite.com> emerged in cyberspace with the vision of bringing the worlds of art and design together.
January 2006: Thousands of talented people have taken notice and joined our global community!
Our goal for this coming year is to create an interactive visual directory that facilitates energy exchanges around the planet– where the world of art and design is just a click away! We invite you to be part of our continuously growing site and participate in the journey!
Open the door to the world of art and design; visit us now and click on "Join the Directory" <https://www.FancyArtWebsite.com/Join/Step1.aspx> to start the brief registration process. There is no fee to be listed.
All the best,
To be removed from future emails, please reply to this email with "remove" in the body of your message.
Notice the rhythm of the email:
Paragraph 1: What they did in the past and their vision.
Paragraph 2: More about them and other people.
Paragraph 3: Their goal and, finally!, an invitation for me.
Paragraph 4: An invitation to go there. But why would I want to by this point?
The most important part of marketing language is the recipient. You have to take your ego out of it. I don’t care about you so much. I want to know what you can do for me.
The other thing this person didn’t do is to follow the CAN SPAM laws. When sending unsolicited email to someone you don’t have a prior relationship with, you are required by law to use a real bricks-and-mortar address.