It appears we've come full circle relating to speaking with our prospects and shoppers. I observed lately that I've been paying quite a bit much less consideration to on-line newsletters and people fairly HTML bulletins that arrive in my in-box daily. There are a number of exceptions in fact. However for probably the most half I'm within the CONTENT of what’s being delivered, not the design or graphics. When given the selection I now not ask for the HTML model of something – as an alternative I select the text-only model.
There was a time when it was uncommon to obtain something however plain textual content into your e mail field. Then we moved to designing branded newsletters and "postcard-like" invites that may seize the eye of our readers. Now, because of ever-improving SPAM filters a number of these fancy invites, bulletins and emails aren't even making it to our desktop. And for those who do get by means of the fire-wall, we've turn into jaded and bored with all these designs. We simply need the data – brief, candy and easy.
Enjoying on this hunch we lately experimented with a consumer that has been holding a collection of seminars. As is typical, invites had been despatched out utilizing HTML and branded design. However registrations had been down and we had been searching for a approach to drive attendance. So we despatched out one other announcement concerning the occasion, besides this was a easy textual content e mail. Within the "from" part we had actual individual's title. Within the "topic" line we inserted the title of the seminar. Within the physique of the e-mail was a sentence inviting the recipient to attend the seminar. We had about three key "what you'll get" bullets and the fundamental description of the two hour session.
Inside 24 hours of sending out the textual content e mail we acquired an extra 10 registrants for the occasion. For the reason that occasion was capped at 25 attendees, this was virtually 50% of our viewers! We thought we is likely to be on to one thing, so we did once more for one more consumer occasion. And once more, the outcomes had been related. The plain textual content e mail out carried out the HTML invitation by over 50%. Why? I feel our brains are just a bit drained. You’ll be able to examine this to strolling down the Las Vegas strip at evening. At first the lights are stunning and every thing captures your consideration. However stroll the strip each evening for months and months and after some time these fairly flashing lights aren't going to seize your consideration any longer. You will merely deal with arriving at your vacation spot.
Due to this, I imagine that we're coming full circle again to a extra old school means of speaking. I don't have time to learn my on-line newsletters as typically as I would love. However I discover that on Sunday afternoon I sit down and skim a number of print journals I get within the mail every month. The "cold-call" e mail blasts by no means seize my consideration however final week I acquired a really intelligent junk mail piece that gave me pause and really acquired me to name the service supplier. And I lately signed up for a webinar on superior search engine advertising and marketing strategies that I realized about from a plain textual content e mail that was delivered to me from the proprietor of the interactive consultancy.
Am I advocating that we dispose of HTML newsletters and bulletins utterly? In fact not. These have a spot in our advertising and marketing combine as does every thing else. I’m suggesting that you simply take into account alternating HTML with plain textual content and that you simply experiment with each. Should you're holding an occasion, why not alternate every discover – the primary in HTML, the second in plain textual content, and many others. And the day earlier than the occasion – ship out a plain textual content reminder. And let me know in case your response charges begin growing with this "old school" method to e mail advertising and marketing.