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I can just imagine Print Marketing and Email Marketing standing 100 meters apart in a dusty one-street town.  The Old Sheriff and Johnny-Come-Lately with his shiny new hat ready to mix the town up.  Though, Johnny’s not so ‘lately’ and he already has mixed the town up.  And seeing them standing there I realise they each serve important purposes and neither has yet found it’s time to leave so the bullets miss, or never leave, and a strange peace prevails.  As long as different people access information in different ways, some on a screen and some on a page, some both, bedfellows they will remain.  But similar they are not.

While perhaps this is an exaggeration, we do know that on the web, people approach communication very differently than they do print.  This is obvious.

Even the same people.

Different expectations, different opportunities. So the challenge is being aware stepping into the different opportunities and expectations?

In light of this I was dwelling on a few thoughts this week and I hope these might be of interest:

• More ‘touches’ can be allowed online than offline, but expect a number of these to be user-initiated. Facilitate that
• There is an expectation of discourse over broadcast
• Don’t keep making the same pitch. Don’t send something you wouldn’t want to receive yourself
• Narrative is powerful.
• When it comes to print people appreciate that you’ve taken the time to mail them something that looks good. Yet no matter how ’shiny’ your campaign, email is a perceptually lower-value item with a different set of typical responses.
• We expect propaganda in our mail-boxes however people feel a type of ownership over their email in-boxes. Respect that.

Now, if you’re Coles or Clint’s Crazy Bargains, I would feel very weird if I received anything other than a simple ‘here’s our specials’. But most of us are not involved in selling groceries and two-dollar tools. We have important relationships with key customers. Where is your value to them? Can you provide more of it via email? That’s a good place to start.

Some thoughts I’ve been chewing on recently anyway.

~ Rob

Key 1. Provide clear, attractive choices to your users (rather than monopolising the conversation)

Yes, you’re at this party with no girlfriend or wife to rescue you (only males read this) and resigned to the fact that even if you could fit a three letter article somewhere inside the incoming monologue it would probably be a waste of air. So your peripheral vision starts seeking an escape and that little mental book opens to record another name under ‘who-not-to-make-eye-contact-with-at-parties’.

I shall name it ‘Customer Claustrophobia’.

To be honest, I don’t think the party experience is that dissimilar to what many of us experience from the many charities and retailers all vying for the various digits on your credit card.

As I’ve mentioned it’s tiring and, I am convinced, detrimental.

Fig. 1 - Original Email

While I won’t delve into established theories regarding the evolution of the conversation and resurgence of the communal marketplace, working with Dunham + Company and Samaritan’s Purse we’ve finally had the chance to address some of these very common errors. 

Clear Choices - The Email

The new email is now enjoying a high open rate with the highest click-through percentage yet seen for a Samaritan’s Purse email (28.5% of people who opened the email clicked a link) and beyond that, those visiting the site read on average over two articles.

What’s changed? Traditionally Samaritan’s Purse’s emails were similar to what many of you may have seen in your inbox from other organisations. Well formatted (we did them) but very singular in their focus - if you were not interested in the primary article there was not any clear idea of what else might be of value/interest.

If your mailing list is of any size you can safely bet there will be wide range of interests seeking accommodation in the material you distribute.

Fig. 2 - Current Email

Back to the party analogy, if your listener isn’t interested in your topic, allow a change of subject. We applied this truth firstly with Samaritan’s Purse via an overhaul of their newsletter email. Our goal was a more visually engaging format (recognising online users low copy-tolerance) and allowing readers to choose the subject they are most interested in.

However, as the copy is removed from the email itself, we needed infrastructure for providing the content on subjects requested. Yet we needed to be wary of the false ‘more-words-means-more-information-in-someone’s-head’ position.

Key 2. Allow conversation (stop yelling with your hands over your ears)

‘Hi, I’m Rob’ - The Site

Like some of you perhaps Samaritan’s Purse didn’t have infrastructure needed to implement a dynamic of this type so we worked closely with Samaritan’s Purse and Dunham + Company to develop an online archive, presentation and correspondence system developed using as a starting point the fantastic WordPress. Many hours later we were happy to see a model emerge where clearly formatted design, quality images, formatted text and user response were facilitated on budget ensuring a valuable experience for all members.        

Visit the newsletter site here.

I think Facebook address this well by having made almost everything ‘commentable’. While not entirely applicable in this situation (or maybe yours), the expectation is now interaction.

Changing Samaritan’s Purse’s method of email correspondence required changes in both the email and supporting frameworks.  The site and email now complement each other and provide far more opportunity for Samaritan’s Purse to converse with those interested and involved in their work than before.

So again, provide choices and facilitate conversation.  Important thoughts I think.

It’s an evolving process with a long way to go, but I think application of these important principles will allow for new growth for Samaritan’s Purse.

Thanks for reading,

Rob

While Médecins Sans Frontières (MSF) is not a company we work for or have any affiliation with besides some small financial support, they are a fantastic organisation and we’ve watched their email newsletters roll in for some time now.  

They have in the last 12 months made a dramatic revision in the formatting of their HTML email newsletters and their evolution is worth considering if you have been adhering a certain type for a while now in your own email marketing.

I’ve attached a screenshot saved from a 2008 newsletter we received from MSF.  It may remind you of the odd newsletter you’ve seen, or maybe of your own. :)

While we received these regularly and it kept MSF in our minds, they were rarely read due to the heavy amounts of text and the inability to clearly see any subjects of interest to us.  This ‘heavy’ format inhibited MSF’s ability to communicate by forcing the user to stop and read lengthy copy they may not be interested in in order to find something they might.  Almost as fun as eating Weet-Bix with no milk.

Significantly this older style of email makes assumptions about what content is relevant to publics rather than helping recipients to select areas of interest to them within the organisation’s sphere of activity.  I have illustrated the effectiveness of such emails in a graph I generously made for you here.

So, in the words of Dana Carvey from that-movie-I haven’t-seen-and-don’t-intend-to, ”This is what you doing.  This is what I want you to do.”

So, we were particularly interested when MSF recently transitioned to a very different email format (see second image). Beyond providing an emotional appeal through images of their work, I am now able to quickly see if there’s anything of interest in less than two seconds. Often I find myself clicking through to one or more areas. That possibility may have been there before, but, I just didn’t see it.

Succinctly, their emails have transitioned from a  monologue to a question/opportunity.  This is a far more acceptable method of digital communication respecting the recipients online sensibilities and time poverty.

Readers now follow through on areas of interest to them and click into an environment where they can fully engage with the area that they care about most and easily donate/register/forward/comment etc.

They choose, rather than being told.  This facilitates an even greater likelihood of further action.

So, what are you doing with your email newsletters?  Are you stuck in a marketing rut, where the only way to get a message out there is to cram it down like fairy floss in a fat kids face, or do you entice the user, respect their time and achieve a far more, er, healthy result.

MSF since launching their revised template has been very careful never to overload or grow it beyond the current ‘hero’ image, two article images, two paragrah-type-text areas and persistent footer links.  

Just looking at it now you can see how attractive and easy to decipher it is.  They are still careful to ensure all the images are ALT tagged and a kind disclaimer resides down the bottom.  But beyond that, I believe their understanding and consideration of their constituents has resulted a far more effective email.

Another great spin off is that you will be able to better judge what people actually are interested in as they follow through on particular topics.  You’ll be able to tailor your emails and begin a cycle of increased effectiveness.  So while you may not have powerful pictures relating to important issues of justice, you might just be able to change the way your emails are sent to facilitate easy communication and action using few words and clear links.

Love to know your thoughts,

~ Rob

As I’ve said before, I hate complicated sites.  I love simple ones.  And to restate the premise, I like my 50mm f1.8 and I use Apple products. When it comes to the web, I want what I want, and I want it now. 

Many websites (typically ones that have been through a marketing department committee meeting) are just a mess of images and text. Trying to find what you’re after is hard going.  More like rush hour (why is it called rush?) traffic instead of a well marked road at 2 in the morning.

So you’ve only got a few seconds, how are you going to use them?  I would suggest not spending them by forcing your user to swim upstream against a flood of stupid content they’re not even there for in the first place.  Yes, I said stupid.  It is.  It makes me angry.  Just like the phrase “make the logo bigger“.  Stupid.  Stop it now.

Three points. As promised.

1. Single focus.  Keep pages about one thing, reduce choice and remove unnecessary elements.  This will also help your search engine rankings as you’ll have pages that are highly-relevant on a particular area.  Apple do a great job at this informationally and visually.  Sure, other information is there, but you’re never struggling to remember what you’re at the page for.  A good way to say this is, ‘the more elements there are on a page the less important each element becomes‘.  Your users attention is a limited resource.  Spend it wisely.  What would you prefer, 25 elements of almost no value or 2/3 or high value?
    
2. Be lazy.  Do you enjoy (or bother) clicking over three times on a site looking for something? Either will your customers. Same goes for the check out procedure.  Keep it as efficient as possible and respect your public’s time.  The effort you spend mapping out a user process will come back to you as people enjoy their interaction with your site and come back.
    
3. Use Nappy-San.  Clean up your design and don’t forget the power of white space to relax and serve information. Be really considered here.  Nothing I hate more than crowded pages where the slightest portion of ‘unused’ space is more evil than rain on your wedding.  I don’t care if it looks like you made it 100 years ago as long as I can figure it out, but don’t harass me!  So this ties into point one, don’t make your user fight through the jungle to find the juice.  It’s not a war.  You won’t win.

OK, nice and snappy.  I hope your a little more informed about how to keep fussy fans feeling fantastic.  They get what they want, and who’d have thought it, you will too.

Love to hear your thoughts, contact us if you want more information on how you can improve your site for you and your users.

~ Rob

Why does this paragraph contain eleven words not more or less?

Because David Ogilvy told me so. He’s one of the best known advertising men of America’s recent history and I recently read his book “Confessions of an Advertising Man” - which lays out ways for companies to sell their product the same way he was amazingly successful for his clients.

8 ways to succeed with advertising according to one of the most successful ad men ever.

Headlines

1. Headlines are the most important element of your advertising. If you haven’t sold something in your headline you’ve wasted opportunity. Use it to flag down the readers who are prospects for the kind of product you are advertising. If you are writing to mothers use MOTHERS in the copy.

2. Include your brand name and arouse curiosity so people read on.

Body Copy

3. Get straight to the point.

4. Avoid superlatives, generalisations and platitudes. Be specific and factual but don’t be boring - tell the truth but be fascinating.

Photos and Pictures

5. Photography sells more than illustrations. Colour photographs sell more than black and white photographs.

6. Always include ’story appeal’, it makes people stop and take notice.

If You Are Writing A Lot of Copy

7. Make the first paragraph just 11 words long.

8. Paragraphs should be short and easily read - use language that people reading will understand. Speak in the language of the day and remember to be interesting.

Well that’s 8 ways for you to succeed with advertising - there are a lot more from Ogilvy’s book, but we think these are very important to take note of whenever you’re writing for advertising or making your own.

Bonus

9. If you’re selling to men - try and use men in your photography, if you want to sell to women use women in your ad or babies. If you use families in your photo - it doesn’t appeal much to anyone and is much less effective.