Ten years ago, a tattoo shop I visited added my email address to their newsletter list.
They didn’t send updates frequently, so I never bothered to unsubscribe.
However, when new owners took over the business, they started sending more emails, which were not very well-written.
I should have unsubscribed after receiving a few, but I kept forgetting and would just quickly skim through and delete them.
Today, I have a copywriting lesson to share that I learned from a mistake in one of their emails.
What was the email marketing mistake?
The email contained too many comma splices and exclamation marks in the first three paragraphs, which didn’t bother me much.
As I scrolled down, a photo caught my attention, but the caption below it was left blank, with placeholder text still there.
It may have been a small mistake, but it showed a lack of attention to detail and carelessness on the part of the sender.
If someone had proofread the email before sending it out, they would have caught the error.
Building trust with potential customers is crucial for any business, especially one that deals with permanent body art like tattoos.
What’s special about your offer?
The lesson from the email was to include words like “free,” “personalized,” “complimentary,” or “customized” to make the offer more appealing.
Creating a sense of urgency with phrases like “for a limited time only” or “only 7 remaining!” can also prompt readers to take action.
When making an offer, focus on the benefits that will compel your prospect to act immediately.
Speak directly to the reader, explaining why they should act now and not wait.
Some speculation, just for fun …
I wonder why the tattoo shop left that part of the email template blank. Perhaps they didn’t intend to include a direct call to action in that email.
My assumption is that they aim to build relationships with their audience by providing interesting content rather than pushing for immediate sales.
Unfortunately, they didn’t convince me to stay engaged, and I have now unsubscribed from their emails.
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