It seems we have come entire circle when it comes to speaking with our prospective clients and clientele. I noticed lately that I have been shelling out a large amount fewer awareness to on the internet newsletters and those rather HTML announcements that arrive in my in-box each and every day. There are a couple exceptions of training course. But for the most portion I’m fascinated in the Articles of what is staying sent, not the design and style or graphics. When presented the decision I no for a longer period inquire for the HTML variation of everything – alternatively I pick the textual content-only version.
There was a time when it was unconventional to acquire anything at all but plain textual content into your email box. Then we moved to building branded newsletters and “postcard-like” invites that would capture the awareness of our readers. Now, thanks to at any time-improving upon SPAM filters a large amount of all those fancy invitations, announcements and emails usually are not even earning it to our desktop. And for those people that do get by way of the fire-wall, we have grow to be jaded and tired of wanting at all people layouts. We just want the data – small, sweet and easy.
Participating in on this hunch we lately experimented with a consumer that has been keeping a collection of seminars. As is common, invitations had been sent out working with HTML and branded design and style. But registrations were down and we were being seeking for a way to travel attendance. So we despatched out another announcement about the celebration, except this was a very simple textual content email. In the “from” area we had serious person’s title. In the “subject” line we inserted the identify of the seminar. In the system of the electronic mail was a sentence inviting the recipient to show up at the seminar. We had about 3 important “what you are going to get” bullets and the standard description of the 2 hour session.
In just 24 hrs of sending out the text electronic mail we received an additional 10 registrants for the celebration. Due to the fact the occasion was capped at 25 attendees, this was almost 50% of our audience! We assumed we could be on to a little something, so we did yet again for yet another client occasion. And once more, the success have been identical. The basic text email out executed the HTML invitation by around 50%. Why? I believe our brains are just a minor fatigued. You can evaluate this to walking down the Las Vegas strip at night. At initial the lights are lovely and almost everything captures your awareness. But stroll the strip every single night time for months and months and soon after a when people very flashing lights are not heading to capture your notice any longer. You are likely to basically concentrate on arriving at your spot.
Due to the fact of this, I think that we are coming total circle back again to a additional aged-fashioned way of communicating. I will not have time to read my on the net newsletters as generally as I would like. But I discover that on Sunday afternoon I sit down and read quite a few print journals I get in the mail each individual month. The “chilly-call” email blasts hardly ever seize my consideration but very last 7 days I acquired a very clever immediate mail piece that gave me pause and in fact acquired me to phone the services provider. And I not too long ago signed up for a webinar on advanced search motor internet marketing procedures that I discovered about from a plain text e mail that was shipped to me from the proprietor of the interactive consultancy.
Am I advocating that we do absent with HTML newsletters and bulletins absolutely? Of course not. Those people have a position in our advertising and marketing combine as does everything else. I am suggesting that you look at alternating HTML with simple textual content and that you experiment with equally. If you happen to be holding an function, why not alternate just about every detect — the initial in HTML, the 2nd in basic textual content, and so on. And the day before the celebration — deliver out a simple textual content reminder. And permit me know if your response rates begin increasing with this “outdated-fashioned” approach to e mail marketing.
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