Viewing posts categorised under: Messaging Strategy
If you’re like a growing majority of businesses, you've discovered email as the “go to” channel for rapidly accelerating leads into sales, increasing customer engagement and generating revenue on demand. Enterprises of all kinds engage in email marketing not only because it works, but because it works phenomenally well and fast. There is simply no doubt that email marketing is thriving when you consider these compelling facts:
See more
Unless you overhear a conversation about porn spam, the words “email” and “sexy” don’t get used in the same sentence very often. Email, the loyal silent workhorse of social media, steadfast driver of e-commerce, overshadowed stepsister of search, is more often likened to Martha Stewart – reliable, conservative and past her prime – than Angelina Jolie – slinky, seductive, and unpredictable – although both have built sizable empires of wealth and influence.
That is, until now. Oh yeah, we’re finally bringing sexy back to email marketing.
See more

photo credit: Rocpoc
It’s probably the number one rookie mistake in advertising and marketing copy writing. It can tank an otherwise
exceptional sales offer to the
exact right audience. It’s guaranteed to bore readers and listeners to death, and it’s a downright sin in direct response.
What is this ill?
It is writing or talking about – or to – ourselves rather than our potential and current customers. In other words, speaking in the language of “me” rather than “you”.
And it's both so pervasive and toxic that it's
exactly why when it comes to much of what you write online – from your email offers to your social media status updates to your product and sales pages – it’s imperative that you
answer the question eternally hovering on the tip of your readers’ tongues:
WIIFM? (What’s In It For Me?)
In other words, that you learn to speak the Language of Results.
See more

photo credit: shahsjunkie
With email inboxes more crowded than ever before, simply arriving successfully is half the battle. Assuming you routinely have good deliverability, the second half of that battle is standing out in a crowd.
The majority of email users (more than 70% by some estimates) view the lineup of email messages in their inboxes via preview panes, so only a snapshot of each message is visible either to the right or on the lower half of their screens. Mobile environments can be even worse, eliminating preview-ability altogether.
See more

photo credit: aechempati
One of my email seminar students recently asked: “
I feel like the only emails my company ever sends are sales messages: like we’re always asking people to buy, buy, buy. Should we supplement these with other types of email and if so, what?”
Don’t feel bad, lack of variety in email marketing is a common dilemma for many marketers.
Businesses newer to email or with fewer resources tend to gravitate first and only to promotional messaging, but there is plenty more you can and should communicate to your list. Here are just a few of the many greetings and message types you should include in your email program:
See more

photo credit: katerha
This question was recently posed in a private online marketing group I belong to called
Only Influencers:
"If I can tweet five times a day, why can't I email five times a day?"
Keep in mind
Only Influencers is an invitation-only group of highly experienced and savvy digital marketers (most of the industry's "big names" in email already belong) from established and well-known brands, so they were not flippantly, but seriously, pondering the messaging norms we've come to think of as "acceptable" in different online marketing channels. The question and the depth of discussion around it made me think,
Why can't we? And if we can't or don't or won't, why not?
See more

photo credit: mscaprikell
It’s easy to bore your customers to death with email: just send them the same type of message repeatedly and you’ll succeed. We're often guilty of this when we send our e-newsletter and little (or nothing) else. And while a newsletter
absolutely has a place as a staple in your email marketing program, it should be far from the only type of message you send your customers on a regular basis.
See more