Do you ever hold back on sending out email for fear of information overload?
Then I recommend this article in The Atlantic, (which reminded me I need to reread the book Getting Things Done: The Art of Stress-Free Productivity by David Allen).
If you are feeling overwhelmed, or don’t want to give your customers information overload, then consider this:
Information overload is not the issue. If it were, you’d walk into the library and die. As soon as you connected to the Web, you’d just explode.
In fact, the most information-rich place in the world is the most relaxing: it’s called nature. It has more varied horizons, more detail, more input of all sorts. As a matter of fact, if you want to go crazy, get rid of all your information: it’s called sensory depravation.
The thing about nature is, it’s information rich, but the meaningful things in nature are relatively few—berries, bears and snakes, thunderstorms, maybe poison oak. There are only a few things in nature that force me to change behavior or make a decision. The problem with e-mail is that it’s not just information; it’s the need for potential action. It’s the berries and snakes and bears, but they’re embedded, and you don’t know what’s in each one.
Not only that, but e-mail has a trait that fits the core of addictive behavior, which is random positive reinforcement.
So you get an e-mail from your mom, or you get an e-mail from your boss—they contain snakes or berries or bears, but they’re not self-evident until you look. Now, some part of you, subliminally, is constantly going, That could be meaningful, that could be meaningful, that could change what I’m doing, that might be something I don’t want to decide about … You multiply that by the hundreds, if not thousands, of items sitting there.
All those things you’re not deciding about wear you down, and decision-making functions just like a muscle. If you’ve had half a day of a lot of decisions to make, you don’t have much willpower left the rest of the day. So then we walk around with what I call the GSA of life—the Gnawing Sense of Anxiety that something out there might be more important than what you’re currently doing.
They key with email marketing and copywriting is to make your berries, bears and snakes, thunderstorms, and poison oak self-evident and decisive so that your customers don’t have to wonder if your email is important or relevant. Either they delete it or click on the link in it. That way you aren’t adding to their Gnawing Sense of Anxiety.