Home' micenet eMag : micenet December 2016 Contents recipient’s name in the salutation. Though remember, if you’ve invited someone to opt-in to a
newsletter, it does not mean you have permission to send them 100 per cent sales messages.
Send them news, as offered.
Here’s a tip. If you look at the email messages of all the alleged “digital marketing experts”
you’ll notice the majority of them are long-form text-heavy messages with very few images. And
those who make money from email lists will testify two things:
• Text always outperforms image-dominant messages
• Long copy messages outperform short copy ones
There’s almost no legitimate evidence to support the claims people are too busy to read or
only respond to visual messages. I’m not seeing the average length of novels being cut in half
due to this pack of digital marketing lies. The only people who claim image-based messages
work are those selling email marketing services who don’t know much about email marketing.
Individuals send emails, teams do not
Email is a personal channel and only one person can send a message to another. Never sign a
message from “The Team”. Do you really think customers believe the whole team gathers
around the computer for a collective click of the send button? I know for a fact, teams don’t
send messages, because I’ve confirmed it on numerous occasions. One financial services
group sent me a message from “The Team” and invited me to contact them if I had any
questions. So I did.
I rang the number and after the inevitable push-button dance, I spoke with a human. I asked
her to “put me through to ‘the team’ please”. She asked me to repeat myself, so I did. She was
still confused. So I explained to her I had just received a message from “The Team” and they
had invited me to get in touch, which I was now trying to do. I asked her to “Gather hither ‘the
team’ in one room with a conference phone, so we can discuss the email message”. She hung
up on me thinking I was a nutter.
Sign your email marketing messages with an individual name, a contact number and email
address. Better still, include a mug shot, so recipients can put a face to a name. It’s way more
personal and credible.
Test one thing or test everything to predict the future
Despite the claims to the contrary, the A/B split-run test is not a digital invention. It started
decades ago with newspapers, then moved to mail and catalogues, then to telephone scripts,
then direct response television scripts, then to email and other online channels.
The beauty of email marketing is how quickly you know what works and what doesn’t. About
80 per cent of recipients who will open your email will do so in less than 48 hours from you
sending it, so you know really quickly how your message is working. If you conduct a split-run
test to a couple of segments of your list, you can roll-out with the best performing message to
the rest of your list. That’s because you know which subject line has the highest open-rate and
then click-through rates.
Mind you, the conversion rate is the ultimate measure. You could, for example, have one
message with lower open-rate and click-through rate, but it converts at a higher percentage
and sales value. This is why you test – so you can predict the future. But only test one thing at a
time. Otherwise you don’t know what is influencing the outcome. Or test two (or three)
completely different creative designs and messages to determine the best and use it as the
control to test more specific elements.
Here are the key things you should be testing regularly:
• Subject line
• Pre-header copy
• Long copy versus short copy
• Offers and where they are placed/promoted within your message
• Time of day and day of week to send
• Video links
• Landing pages to test conversions of click-
Video works well in email
Inserting a link to a video will help with click-
through and conversion rates. Assuming your
customers watch the whole video, it is a
powerful way to get face-to-face with your
sales message. A video adds personal
flavour to the message and accesses more
senses – sight, sound and touch. The email
can have a thumbnail of the video screen so
recipients can instantly recognise a video is
available to be played.
While none of us want more messages in our
inboxes, the more often as marketers we
contact our email list, then generally the more
successful we will be. Once again frequency
of send is something you can test. But you
will definitely have more success with more
regular email messages, even if they only
cover a single topic, than a monthly message
covering lots of topics.
Go social with your email list
If you are looking to grow your list, or to
increase your message impressions to your
customers, Facebook can help. In simple
terms, for a fee, you can upload your email
list into Facebook to either: have an
advertisement appear in the feed of anyone
who has a Facebook account linked to the
email address on your list; or build a list of
similar profile to your email list, based on data
linked to the email addresses in Facebook
accounts. So you can increase the potential
frequency your email message is seen by
replicating it in Facebook feeds and you can
grow your list with potentially similar people
to those on your existing list. It’s definitely
worth testing. m
Malcolm Auld is a business consultant,
marketing educator and best-selling
marketing author. He can help you with your
content marketing. Check out his blog www.
themalcolmauldblog.com or visit www.
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