May
2009 at 04:18 pm Posted by Sherri Sharp
Working on a recent client email blast campaign I was reminded how quick we as marketers can be to forget that the segmented, geotargeted list of names are actually human beings with jobs, families and everyday issues like the rest of us.While our client was adamant about touting the great sales offer, we had to gently pull back the reins and get them thinking about why these people in excel spreadsheet boxes would actually care about their product.
To validate our point, I shared a great article from MarketingProfs by Karen Talavera that suggests ways we can keep our communications with people real.
• Speak in conversational terms. Create copy with an approachable tone that initiates dialogue. Customers will appreciate that you're paying attention and acknowledging them as live humans.
• Show your personality. If your company has a familiar spokesperson, persona or character, be sure to leverage its power in your emails. We have higher clickthroughs each time we use one of our client-owners as the voice of the email blast.
• Invite subscribers to join in. Actively encourage user-generated content. There is something about interacting, benefiting, or learning directly from you that encourages better buy-in of the messaging.
Realizing that the goal of any good direct-response effort should be a dialogue will actually get those humans to open up both their emails and their wallets.
Posted in: Internet Marketing
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