As seasoned email marketers know, it's important to alert your subscribers when something changes related to how they're hearing from you. But it's not always the most fun message to share. After all, it would be more entertaining to send a note with big news like, "Taylor Swift visits our office!*" instead of a heads-up that you're changing the frequency of when you send, asking your audience to update their preferences or prompting your subscribers to update their address books with a new RSVP address.
That's why I unexpectedly smiled (and it *may* be because I'm a bit of an email nerd) when I received this email from the folks at Fandango. They wanted to let me know that their "from" email address was going to change, and that I should add the new one to my address book.
I love the way they framed the message as if they were moving physical locations. We all recognize the mundane process of going to the post office, filling out the change of address form and then notifying everyone of our new address. It was easy for me to relate to. They also did a great job with the design of the email — it's branded with a clear call-to-action at the top. (The cute Muppet-like guy didn't hurt either.)
Add a little creativity to the way you shape these types of messages for your audience, and you'll most likely yield some successful results. A simple heads-up or FYI alert might not be enough if you want your subscribers to actually engage with your email, even if it's something as simple as clicking "Add to Contacts."
*(Hint hint, Taylor.)