Branding & More

How NOT to write a successful e-mailer featuring Jet Airways

A few minutes ago, I received an e-mailer from Jet Airways. Once you get past the fact that I have an ungodly amount of unread e-mail (mostly spam, I assure you), you might be thinking the same thing as I am: why so much text!?

“Therefore, even as JetPrivilege’s ownership changes, we would like to assure you that all measures undertaken by Jet Airways to maintain the privacy and confidentiality of your membership details have been adopted by JPPL as well, and your information will remain safe and secure at all times.”

That sentence is 47 words long.

Jet Airways, I know that you’re probably used to being judged on criteria like on-time performance, quality of customer service, value for money and loyalty program benefits. But its probably time to reflect on how you’re communicating what you want to say to your audience in a format that they will actually bother to consume.

Look around you — we’re in the age of content consumption on mobile devices (I looked at this mail on my iPhone). We also have really, really, REALLY short attention spans: you’ve literally got seconds to get me interested. When you say you’re going to “keep [me] updated on these exciting enhancements in the near future”, I wish you’d actually think of exciting ways to do that.

And trust me when I say this: a 557-word e-mailer is far from exciting.

About Author

Bangalorean. Foodie. Bookworm. Animal lover.

1 Comment

  • akash
    25th August 2014 at 9:15 am

    Funnily enough, being a frequent flyer I actually do find the emails quite useful even though its wordy.


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