Just to clarify…

After an email I sent last week, talking about the value of being ugly, I got a question:

“Yeah, but what if you work with authors and they think they need to send emails out with book covers, etc???”

This raises a good point. It also shows I wasn’t being as clear as I should have been, so let me clarify things a little.

I’ve got nothing against dropping images or GIFs into emails. Not at all.

I often do this myself.

See?

It’s the emails that try a bit too hard to look like the contents page of Vogue I was referring to.

Logos… headers… intricate fonts… and more HTML than week one at coding camp.

All that fancy stuff does is scream:

“We’ve sent this to absolutely EVERYBODY… that’s right, you’re not special!”.

And that’s not a good thing.

Having said that…

If an author wants to include a shot of his latest cover, that’s fine. After all, it helps the reader out by showing them what to look for when browsing Amazon.

It makes the process of ordering your book that little bit easier.

And that’s the best way to think about stuff like this – add it if – and ONLY if – it makes your reader’s life easier.

So, if popping a pic into an email makes their life easier because it:

  • Shows them what to look for,
  • Gives them an easy link to your sales page, or
  • Breaks up large amounts of text, making it easier to read…

… then you should absolutely do it.

I’ll probably do this when I relaunch MY book:

Have you heard about it? It’s got 34 (and counting!) great ideas on how to make yourself…

… yada yada and a yada…

So, feel free to add images to your emails. 

Just remember to do it as if you were emailing your best mate a photo of Georgio, the hunk you hooked up with while holidaying in Tenerife.

Hope that clears things up.

(Unlike that rash you got from Georgio…)

I’m not saying NEVER use pretty fonts, headers and images… 

I just want you to remember what email marketing is – a personal form of communication between two people – you and your reader.

You don’t build a bond with pretty pictures and HTML, you build it by saying things that resonate with them, by offering value and making a difference to their life.

Think about that before you have the “Should I go with the ‘Italicised Cinzel Decorative or the emboldened Abril Fatface?” battle.

(And stop calling me “Fat Face”. I know quarantine hasn’t been kind to me, but there’s no need for name-calling!)

Have a fab day!

John

P.S. There’s a piece of training in the GOOGLE DRIVE OF AWESOMENESS!!!! that details a few more email writing tips.

I’ll give you a clue…

Its name rhymes with “Tix Days Sue Darren Tee Sue Sever Tend a Mull Shemail ah Ben”