Founder and principal of AccelaWork passed along a few words of advice to email marketing copy editors. Write your content so that it can be consumed and understood quickly and easily.
“Making Your Customers More Productive”, a guest post written by Robby Slaughter for Delivra’s blog, focused in on why particular email marketing strategies could be more problematic than helpful. To help describe his thoughts, Slaughter’s post highlighted an experience of his own:
Just last week, I received an email marketing message about an upcoming seminar. All of the key information was helpfully displayed right in the body of the message, including the date, location, time, and cost of the program. But when I went to copy and paste this text to add to my calendar, I discovered it was actually an image of the content! I had to manually reproduce the details by retyping them into my electronic day planner.
According to Slaughter, marketing messages are an expense not just to the marketer, but to the recipient as well. So, instead of incurring costs for design, composition, delivery, and support—as well as time and attention—it would be more beneficial to adopt a clearer, more personalized perspective on the process.
Finally, it’s important to remember that marketing messages are paid for twice. As the marketer, you pay a cost to design, compose, send and support the message. But the recipient also pays a cost: the time and attention to read your message. We can reduce the cost to subscribers by making email marketing messages easier to read and process. But we can also reduce the cost by giving them something for the courtesy of their time: special discounts, exclusive access, or personalized content. Doing so acknowledges the value of their efforts, which in turn, increases subscriber productivity.
What that means is you have to think wisely about your marketing materials. Be mindful of the purpose and the user experience. If you don’t think about what you would like in a message, then you aren’t likely to deliver a message that your customers like. The person who sent Slaughter the image invitation likely didn’t think about the fact it wasn’t in a format that could be copied and pasted. They likely didn’t think about the fact it wasn’t in a format that could be searchable. Their error wasn’t a malicious one, it was simply a case of failing to be mindful of the purpose.
That is sometimes hard to do. It’s hard to separate yourself from your work and look at it with an objective eye. You know what you meant to do, but that can make it hard to truly know if your message is coming across in the intended way. Your brain could be filling in the gaps for you. That’s why it can be helpful to bring a consultant into the fold. If you don’t take steps to ensure the recipient’s time is going to be maximized, then you’re surely going to lose focus and eventually lose subscribers.
It’s important to find ways to help your subscribers. The easier you make it for them to utilize your materials, the better response you’re going to get. Don’t expect your customers to work for you. Do the work for them. Make their lives easier. Think about their process, and do everything you can to maximize it for them. If you do that, then you’re going to get the productive audience that your time and marketing deserve.
To learn more about captivating target audiences through clear, productive communication, don’t hesitate to contact our productivity consultants today.