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Web content & the law
Engaging with the rules and regulations governing digital content More

Why should the c-suite care about content?
To get the attention of the kings and queens of the Big Business Jungle you need to demonstrate you can take their pain away More

Posts tagged writing web and email copy in a downturn

Highly effective email tactics

I lurve MarketingSherpa and have been a fan for years. I particularly wanted to share this chart from them on various email tactics, such as delivering content relevant to segment, email to house lists, email to rented lists… were rated as 2highly effective” by B2B and B2C marketers.

effective email tactics

( I know the copyright says 2009 but it’s just landed in my email inbox from them.)

Both B2B and B2C rate delivery of relevant content to segment as highly effective. The percentage of B2B marketings saying this is slightly higher. In their analysis of this difference MarketingSherpa point out that the business-buying process is usually longer and more complex than that for consumer purchases. “Delivering content that is not only relevant to the recipient’s business segment but relevant to their current stage in the buying process is critical.”

I’m less swayed by this argument. Timely contact in the buying process is important in both markets. With consumers, the buying process can be as complex and involve a journey across multiple channels – a newspaper advertisement, something on television, a poster in a shopping mall as well as email. There’s also a proportion of consumers who will make selection processes online but still go in store to buy. By contrast the business buying process is more focused and may have less distractions (competitors), particularly at the high end (capital purchase).

But the real kicker in my book is the statistically significant percentage of marketers who rated event-triggered autoresponder emails as highly effective – way above  third part ads and rented lists, among other things.

When was the last time you reviewed your autoresponder emails? Yeah, yeah… I know – you’re just about to take a look.

» This chart on the MarketingSherpa site (it won’t be available for long)

Armageddon language – you're doomed if you use it online

‘Doomed’ may sound a little overdramatic, but in the first post on this blog I raised the spectre of how long it would take for doom-laden rhetoric, being used by the media to describe the current economic situation, to find itself into everyday scenarios and then into web and email copywriting. If the headline seems a little overdramatic, well, I’m trying to make a point here.

Below is a visual from my email inbox. Like many people, I prioritise what emails I open and deal with, marking less important emails as unread, to be dealt with later. When I went back to deal with a bunch of these, I came across the visual juxtaposition shown here.

It makes my point well. Retail pharma group, Boots, is using ‘the clock is ticking’ reference in the Subject line to get me to use a time-limited offer relating to their photo printing service. Hemscott, a financial information company, is talking about how to make money in the current market conditions.

The end result is rather than thinking happy snaps when I view the Boots offer, I’m reminded of a ticking bomb, thanks to Hemscott. The Boots email Subject line just makes me feel that any investment at this stage is liable to blow up in my face. They both lose.

The way we read online means we are more likely to make these subliminal connections. The way we interact with online content is a constant facination for the CDA Content Lab and an area where we are currently carrying out some interesting tests, which we hope to share with you shortly.

In the meantime, beware Armageddon language.