Old Fashioned Marketing With New Fashioned Technology
It seems we have come total circle when it comes to speaking with our potential customers and purchasers. I seen not too long ago that I’ve been shelling out a large amount significantly less focus to on the net newsletters and these rather HTML bulletins that arrive in my in-box each individual day. There are a couple exceptions of study course. But for the most aspect I’m fascinated in the Material of what is being sent, not the design and style or graphics. When offered the selection I no for a longer time talk to for the HTML version of something – in its place I select the textual content-only model.
There was a time when it was abnormal to obtain anything at all but simple text into your e mail box. Then we moved to building branded newsletters and “postcard-like” invitations that would seize the awareness of our readers. Now, many thanks to at any time-enhancing SPAM filters a good deal of those people fancy invites, bulletins and email messages aren’t even earning it to our desktop. And for all those that do get by means of the fire-wall, we’ve turn into jaded and tired of hunting at all these layouts. We just want the details – small, sweet and simple.
Enjoying on this hunch we lately experimented with a consumer that has been holding a sequence of seminars. As is standard, invitations had been sent out using HTML and branded style. But registrations ended up down and we had been seeking for a way to travel attendance. So we despatched out one more announcement about the function, except this was a straightforward textual content e mail. In the “from” area we experienced real person’s title. In the “topic” line we inserted the identify of the seminar. In the entire body of the e-mail was a sentence inviting the receiver to show up at the seminar. We had about 3 critical “what you may get” bullets and the basic description of the 2 hour session.
In 24 hrs of sending out the textual content e mail we been given an extra 10 registrants for the event. Since the event was capped at 25 attendees, this was nearly 50% of our viewers! We assumed we could possibly be on to anything, so we did all over again for a further customer occasion. And once more, the final results ended up equivalent. The basic textual content e mail out executed the HTML invitation by above 50%. Why? I feel our brains are just a small drained. You can review this to walking down the Las Vegas strip at evening. At to start with the lights are lovely and every thing captures your consideration. But walk the strip each individual night time for months and months and immediately after a although people really flashing lights aren’t going to capture your interest any for a longer time. You are heading to just concentrate on arriving at your destination.
Because of this, I feel that we’re coming complete circle back again to a far more old-fashioned way of communicating. I really don’t have time to read my on the net newsletters as usually as I would like. But I discover that on Sunday afternoon I sit down and read through quite a few print journals I get in the mail each and every thirty day period. The “cold-connect with” electronic mail blasts hardly ever capture my notice but previous 7 days I got a quite intelligent immediate mail piece that gave me pause and truly obtained me to get in touch with the assistance supplier. And I just lately signed up for a webinar on innovative research engine advertising and marketing techniques that I learned about from a basic text email that was sent to me from the proprietor of the interactive consultancy.
Am I advocating that we do absent with HTML newsletters and bulletins wholly? Of study course not. Those people have a put in our marketing and advertising mix as does everything else. I am suggesting that you consider alternating HTML with basic text and that you experiment with both. If you might be holding an event, why not alternate every recognize — the initially in HTML, the second in simple text, etc. And the working day just before the function — ship out a simple textual content reminder. And let me know if your response fees start off escalating with this “previous-fashioned” approach to email marketing and advertising.