Email Patterns for Web Apps
medium.com
medium.com
People expect emails from products they love.
People are sensitive to how you handle the privilege of having their email address. You must be extra careful to avoid looking like a spammer and eliciting the response that's completely opposite from what you want. While it may be in your interest to keep in your customers' face frequently, it is not in their interest.
I recently received an email reminder from a company about daylight savings time. Not good. #22 on OP's list is "Seasonal Greetings". Again, not good.
Apply this test before you mass mail your customers: Would I want to get a similar email from the dozens, sometimes hundreds, of companies with which I have accounts?
From some minority companies, I expect, and frankly demand, a monthly receipt for others I'd rather you didn't spam me with the thing.
I have no problem with the only emails I get from my dentist, being schedule reminders and a cheesy ecard for Christmas. Frankly I think it's cute, and re-enforces their brand as a small company.
The test should be much closer to: does this email make our customers happier?
Yes, I would expect monthly receipts where billing is concerned from all companies with which I have an account. Reminders for true appointments are also ok across the board (but I'd prefer to be able to disable and rely upon my own calendar, but fine). These possibilities are consistent with the test I suggest.
No, I do not want "cheesy ecards" from every (or any) company. This possibility is precisely precluded from the test I suggest by design. If you want this from all of the companies with which you have accounts, I'm surprised.
The test should be much closer to: does this email make our customers happier?
At best, companies who abuse their customers' email accounts as the OP suggests rationalize that it makes their customers happy. At worst, they'll take small percentage of increased sales at the expense of annoying the rest of their customer base and just not care.
And under the test of "would I want to get a similar email" from all the companies I do business with, I’d have to say I want no mail at all. But that’s not the truth - I want emails that are helpful, and not emails that are pointless.
What’s helpful and pointless varies from recipient to recipient - but it also varies from company to company - some mails that are appropriate for other companies are not for yours. And vis versa. A blanket rule that if one kind of mail is unacceptable if everyone sends is unacceptable for anyone to send really isn’t true. There needs to be a middle ground.
I think my rule is fine - if the person using the test is close enough to me in what they want. Perhaps your rule is fine, if the person is closer to you. This is probably why this is so hard - we can’t even formulate a rule that people of good faith can follow to build an acceptable policy.
º Spam receipts I my company gets include every mail from AT&T, Zendesk, and Safari Books where we're just paying the standard monthly charge. Overages - those I’d like to know about but of course we don’t get those kinds of useful emails - we get those when do the books.
I believe that all those emails you list pass the test ofyou specifically wanting to receive "a similar email from the dozens, sometimes hundreds, of companies with which I have accounts?"
The right emails from the right people. Everything is spam in the wrong context.
This is literally the exact opposite of what I want. Your e-mails will immediately go into a label and they will not be read. Please, no one ever. do. this.
EDIT: Half of them are redundant too!?
When I signed up for loggly they sent me one email every day for a month. I could have unsubscribed but I didn't. Because the emails contained tutorials about the service and I wanted to know more about how their service worked. I can't say I read every email, but I have at least took a glance of the screenshots in the tutorials. So, sometimes if you like the product you want to receive emails. It is a good thing as long as it is extremely easy to unsubscribe.
There will never be agreement on this point. Some people will always view incoming email as bad by default, not 'good by default' as you're looking at it. This will never be 'fixed' by 'easy to unsub' processes. It's a philosophical view of the world.
Can you imagine your hammer writing you a mail every day "you know you can use me hammer to ..."?
those are awful ideas. Especially since nowadays every app require registration and mail authentication, and is it impossible to test it without. And that often you have to try 3/4 before finding some satisfying. So, please, I'm using your product, eventually paying, but If you think we are friends now you are wrong.
You are providing me a tool, and I'll be happy to share my productivity increases if any with my friends etc. And that's where it should end. Focus on a decent documentation instead.
While reading through, I'm more and more thinking that the page is sarcastic, especially when there is a screenshot of "tutorial emails" that fill the whole inbox and the author saying "They sent an email pretty much every day." (...) "If you add up all the tutorials they have sent me it could become some book."
This behaviour is exactly why I never use my real email address to sign up for anything.
Unless I invited you, you're not welcome.