Plot twist:
Practically any study you read on the subject will almost certainly tell you that smiling makes you more trustworthy in a variety of different situations (including sales). People who scowl or don’t smile, on the other hand, tend to be less trusted.
(I am generalizing of course, but you get the gist.)
But, guess what?
I believe it’s the exact opposite for email marketers.
And by smiling I mean smilies, emojis, etc.
But, why would I say this?
What gives?
Shouldn’t smiling help, not hurt your trustworthiness?
(And, thus, your sales?)
That’s a good question.
Glad you axed.
The short answer is, I think a LOT (not all) of email marketers should test ix-naying any and all smilies in emails selling something (not personal correspondence emails, etc, let’s keep this in context) for a few months and see what it does to your sales over time. On the other hand… there are some for whom smiling helps put more dough in their piggy banks, and they might try adding smilies in.
But most of us?
Nah-boo.
What about you?
Do you think those smilies boost your sales?
Not sure?
Then, check ye out the April “Email Players” issue.
One of the DUO’s (dull unpolished objects) inside this issue is not only who should (and shouldn’t) be using smilies in their emails selling stuff, but the *psychology* (and historical context) behind why smiling can potentially hurt (even destroy) your brand, your positioning, and, yes, your sales.
But, she goes to print next week.
So there’s no time to lose.
Subscribe ye here to get it while you still can:
Ben Settle
