Email newsletters - new on the block
One of my clients just got their very first email newsletter from a supplier.
Oh my goodness, it is so DULL. Here's the opening paragraphs
Welcome to the first edition of XYZ's Connections e-Newsletter, designed to provide timely information and tools to help your business run more efficiently.
The cornerstone of our first issue is exciting news about the global alignment of our organisation and the development of our powerful international processing platform, designed to help your business efficiently accommodate industry regulations and technological advancements.
I have changed their name to protect the innocent and deadly communications advisor who must be surely about to lose his job for sending out such twaffle.
Apart from being rather far behind the curve for newsletters (albeit sending it by email is vaguely 21st Century) This communication sucks.
It's full of corproate-speak, management consultant catchphrases and has a TOTAL LACK of orientation around the customer.
Why would my client be interested in the "global alignment" of their organisation. WIIFM?
PS here's the text from the rest just to make you cringe further. The first sentence reminds me of a ghastly corporate mission statement written by Peter Jenner for Erdman Lewis while I worked there "Anticipating the needs our our clients, we bla bla bla…."
As we continue to add value to your business, we will provide you with industry-leading support and service. That is why each issue of Connections will connect you with valuable information about security, compliance and innovative solutions to help maximise your operational and financial efficiencies. We hope Connections helps you stay connected to your payments processing operations and the robust solutions XYZ offers.
Tags: email marketing, newsletter