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Tag: communications

  • Emoticons Do NOT Elicit Emotion From Prospects

    Emoticons Do NOT Elicit Emotion From Prospects

    I got several e-mails and text messages yesterday from other professionals and colleagues that contained one or more emoticons – you know, those little symbols of smiley faces or their derivatives made out of punctuation marks. These have become more popular with the advent of phone texting and Twitter, platforms of communication which limit the character count of a message. They are safe little familiar symbols that can be used in informal, personal communication to convey mood, or indicate that the preceding message isn’t serious. But one of the messages I received was acting in a different role, that of a selling communication piece, and I felt it was inappropriate to include this little symbol in this message. It reduced the seriousness of the document, as it was intended, but it also reduced the credibility of the sender, and diluted the sales message to the point that no serious prospect would consider buying services from this company – a net loss just for using a little symbol.

    That shows the power that written communication still has to hold, engage and persuade us in today’s high-speed communications environment. It also shows how much impact a few characters can have, be it negative or positive. Written communication is one of the elements that separates Man (big M) from other animals, and as such, I feel it’s owed a certain level of respect and that each of us should practice it’s usage and strive for the highest level of clarity and effectiveness in all of our written communication efforts, no matter how trivial or insignificant it’s intent. These little symbols work against that principal, and as such have no place in professional communications.

    Language is a very powerful tool, and written language has the additional advantages of thoughtfulness and permanence. You can take your time, craft effective phrases, get the word choice exactly correct to convey slight shades of meaning, and one you write it, either on paper or on a screen, you can review it again and again, in different contexts and under different circumstances, to help digest and grasp the intended meanings over time.

    Professionals, like the consultants here at Granite Partners, spend hours and hours honing their writing skills, crafting effective copy that evokes an emotional response from the reader, one that can persuade the reader to take action, either in advertising, or in direct mail, to make a purchase, to send back a coupon, to answer a survey, to buy an ad, and a host of other activities, without using one of these little symbols. We spend days devising questions to elicit a usable response in surveys, either to be spoken or read by the respondent, and don’t use any of those little symbols. We spend hours on the wording for a headline that elicits just the right emotional response, days on a piece of collateral material, fact checking, spell checking, organizing and editing to elicit just the correct reaction to the offer and call to action – without using any of those little symbols. So why are they even here?

    People use them as a short cut. They are lazy, or not properly motivated or sufficiently educated to use their own language properly, so the symbols make it easier to convey emotion with a limited vocabulary. It may seem curmudgeonly to professional readers,  but I feel that anyone who has graduated with a diploma from a public high school paid for by tax-payers in the country should be able to craft a sentence that is adequately robust so as to not need to add an emoticon at the end to convey meaning. Maybe a little test about a week before graduation for every senior, one that asks each one to write five paragraphs that will be sufficiently eloquent to persuade the principal that they should be allowed to graduate, without using the little symbols. I wonder what that would do to summer-school enrollment . . . ?

    More about the craft of language and other fascinating topics in your copy of “The Marketing Doctor’s Survival Notes”

  • E-Mail Brilliance In Bite-Sized Chunks

    E-Mail Brilliance In Bite-Sized Chunks

    5 Elements of Effective E-mail Messaging

    1)      Carry the Brand – if you send an e-mail to a new or known constituency, no matter what’s in the body of the e-mail, if it doesn’t get opened it’s a waste of time, and if you don’t have your brand prominently displayed, your chances of an “open” are decreased by 70%. Security concerns are at such a level that if you don’t recognize the sender, it will NOT get opened. Make sure your “from” address is the one the recipient will recognize. If you’re sending through a third party e-mail service, which most will be for lists of any size, be sure they have created an outgoing box your audience will recognize.

    2)      Make the Subject Compelling – in the inbox or in preview, even on mobile devices, the subject may be the only thing your recipients will see. If you get it wrong, it’s irrelevant, looks promotional or like a scam or come-on, it won’t get opened. Give the receiver a reason to read further, make it relevant and within your brand characteristic list. Then it reflects accurately and well upon your effort.

    3)      Make it Personal – Modern e-mail technology allows for multiple personalization of e-mail messages – use it. Sending e-mail that looks like a static ad says to the recipient “you don’t know me”. You do know them a little so show that you not only know but have something you think they would find of value. Call them by their name, use their company name, pitch it to their gender, include a neighborhood fact – all this comes from just the address block on a mailing list! Make the technology work for you.

    4)      Get it Up Front – Structure the message like a press release – put the most relevant information in the first few sentences, front load the offer, use a coherent and attention getting headline and subhead. Pique the reader’s interest, get him to read further, and draw them in with relevancy. Most people, if they open your message at all, will only read the top 10% of the message before deleting. You only have a few seconds to get your point across, so make it short and sweet.

    5)      Make it Easy to Respond – One of e-mail’s main advantages are the links to web content you can include. Whether it’s to drive web traffic, drive donation, registration for events, make it a simple single click to get them the relevant information you wish to convey. Multiple links should be part of the body of the message, as well as at the bottom where the response mechanism is likely to land. Converted links are fine so that the message makes sense even when printed, and avoids long URL addresses that interrupt the flow of the message. Provide links in multiple formats, both full length and blind as part of the call to action, so that if it gets printed and passed along on paper, you can at least type the URL into the browser and reach the response page. Devise a specific landing page, so that the link takes them to the specific response you want, and they don’t get lost among multiple pages of your site.

     

    List Hygiene – Essential elements for high deliverability

    Keeping your e-mail list clean and functioning has many advantages, both reputational and economic.  There are many parallels between snail-mail mailing lists and electronic mailing lists. The ISPs function in the Post Office role, and they have their rules of conduct just like their paper corollary.

    Several rules will help you keep the list clean and effective, now and into the future.

    1)      Respect Your Recipients – when bouncebacks and requests to unsubscribe should be respected and acted upon immediately. All “Unsubscribes” should be scrubbed prior to the next mailing. Bouncebacks should be examined to determine the reason and a decision made whether to repeat them or drop them immediately. Remove any duplicates – they may not you’re your message once, they sure don’t need it twice.

    2)      Respect the System – ISPs are duty bound by their customers and enrollees to police their bandwidth and protect their customers. Repeatedly mailing to bad addresses will alert the ISPs and your mail may be considered SPAM. Set up feedback loops with the ISPs to have them alert you to requests to stop mail and other dead ends in your list. Take your bounceback that are bad links and use them as the seed of a suppression list for future mailings.

    3)      Check it on the way in and the way back – use data checkers in your data entry screens to keep out obvious errors and fat-finger mistakes – simple things like seeing the “!” in place of the “@” can raise your deliverability. Check the bouncebacks for simple errors and correct them immediately, especially errors in the domain name, which can be done with a find/replace algorithm.

    4)      Take out the obvious offenders –  remove all addresses that have the word “SPAM” in them, and distribution addresses – sales@domain.com or info@domain.org – those folks didn’t give you permission to reach their entire sales department, and will view your mail as spam and report it to the ISPs as such. SPAM addresses are likely traps added by the ISP and will land you in trouble quickly.

    5)      Routinely Revive your Opt-in – once you have permission via opt-in from a recipient to send something to them, don’t count on them remembering that they granted it. For regular e-mailers, those with periodicals and times messages, refresh your opt-in message and take the opportunity to show any value-adds that make it worth it to grant permission.

    If your lists are large, some mechanical assistance might be in order. LeadSpend recently introduced a new email validation service that correctly verifies over 97% of all email addresses. Check it out here http://www.leadspend.com/validation . Companies like FreshAddress and others can do some of the hygiene for you and keep your reputation clean with the ISPs.

    Mechanical Considerations

     

    1)      Make sure your HTML and other formats are readable by ALL formats of e-mail reader, including Outlook and others. If using a service they will likely ask for three versions of the e-mail, one for each of the two major formats and a plain text version.

    2)      Don’t count on an image to tell the story, use text as well. Some mail programs are programmed to strip out the images, or deny your message entry as a result of containing the image, so the recipient never sees them. Some very strict firewalls will deny any e-mail with any images in them at all.

    3)      Give your audience a chance to unsubscribe – always. If your content is relevant, they won’t take advantage of it, and if it’s not, you won’t waste money on sending to them in the future.

    4)      Provide a phone number – some people still aren’t comfortable spending via the web, but will gladly give out their credit card number over the phone, thinking its safer.

    5)      Make sure the links and phone numbers are current and functional – enough said.

    6)      Test color – some colors read strangely on different monitors and different graphics cards.

    7)      Keep fancy backgrounds and images sizes to a minimum and still maintain quality – if the e-mail is a huge file it might get filtered out of many firewalls based on size.

    8)      Make the headline tell the tale – some readers don’t get past the top three inches of the screen.

    9)      Format for mobile – most don’t do that yet, and you’ll gain an advantage over them if yours is readable on a Blackberry or iPhone.

    10)   Learn from your mistakes and READ your  metrics report from the ISPs and your service provider – there is a lot of valuable information that can be gleaned from open rates, dwell times and other stats, ready to be used when you design the next campaign for this same audience.

    If you found this information valuable and would like more, be sure and pick up your copy of “The Marketing Doctor’s Survival Notes”

     

  • E-Mail Makes A Comeback!

    E-Mail Makes A Comeback!

    There was a time, not too long ago, where marketing pundits and other “experts” were saying that E-mail had run it’s course as a marketing media vehicle, that it was stale, that it’s open rate was too low, that the spam filters and firewalls had made it nearly impossible to get good results with e-mail marketing.

    Now those same pundits (of whom I was not one) are having to eat their words as major marketers are singing the praises of a well-crafted, simple e-mail to your hottest, most worked on lists. As usual, it’s the message, not the medium that counts, and a well-crafted effective anything will always beat the schlocky, hacky, abusive e-mail campaigns that desensitized audiences and killed response rates based on misuse and abuse of the medium and therefore the audience.

    As always, it comes down to personal approaches, real, workmanlike copy, free of typos, grammatical redundancy, slang and other silliness that kill credibility. E-mail is still mail, and it’s still sent to a single address, which means there’s a person on the other end. Simply write with that person in mind, on a one-to-one basis, and suddenly watch open rates soar, response rates double or triple, and sales shoot skyward.

    Never mind all the gimmicks, bells and whistles. I know of one marketer that sends out plain text stuff that nets him phenomenal response rates – not a photo to be seen, not even a logo, just good effective copy, real headlines that resonate with the audience – his secret? He writes to his Grandmother in his mind – if the offer is clear enough for her to understand, if the copy clean enough that she won’t cringe (Grandma was a Jr. High English teacher), if the intent clear enough and the benefits plain enough for her to like it, he’s got a winner. Yes, he primarily markets to an older audience – but these days unless you work for Disney, who doesn’t? Not a bad acid test – can your latest missive pass it?

    Keep it simple and keep it direct – speak to a specific person – if you personalize, be sure to get their name and gender correct, otherwise don’t bother. Nothing will kill response quicker than the feeling that you didn’t even care enough to send the right message – it’s like reading someone else’s mail, and it creeps people out.

    Keep the file small, keep the message simple – huge files still give viewers trouble, big images still get caught in spam filters and firewall screeners. The trend in design these days is to make the whole e-mail an image or series of images – and my browser is set to make me actually request these image files in order to view them – why make me work to see your information? It would have to be a heck of a headline to make me click three more times and wait for them to load, when I can simply hit “delete”.

    A well-researched list is still the key to success with E-mail. Most rented lists under perform, as e-mail addresses change more frequently than physical addresses. A self-selected list is best – based on a web login, or a previous response, or an inquiry, something you can verify and be sure is “opt-in” work very well – permission marketing is still king!

    Frequency is something you can debate all day, but suffice to say if you irritate your audience, your response will drop, and often less is more. I’d rather hear from you 4 times a year with relevant info than 8 or 12 times with fluff and nonsense. Save it for the good stuff, if you’re going to go to all the trouble to put together the mechanics of an e-mail, it might as well be a good one . . .

    Send me a copy of the worst e-mail you’ve received recently, and I’ll send it back to you with an analysis – FREE.

    If you found this useful and valuable, share it with your colleagues, and be sure and let me know by subscribing to this blog, above. Also, don’t forget to pick up your copy of “The Marketing Doctor’s Survival Notes”

  • Boss Got ADD? – It Might Be The Media’s Fault . . .

    Boss Got ADD? – It Might Be The Media’s Fault . . .

    Most people have what they think are busy lives, and most of us try to do as much during a given day as possible, to live up to expectations, either our own or someone else’s. That means we’ve figured out where we can cut a few corners and do more than one thing at once, like drive and hold a conversation on a cell phone. Some folks extend that to an extreme degree, adding feeding the kids, reading the paper, programming the nav, and more while driving, local laws and bans be damned – these folks are dangerous.

    At work, most people I know try to be as efficient with their time as possible, to maximize productivity, keep the powers that be happy, secure their position and keep on track. Some take this to an extreme as well, and the ones who suffer are their direct reports and subordinates. If you’ve ever had a boss that was trying to do too much at once, you know how much it drives employees to distraction, and the higher up the chain the ADD boss is, the more chaos they leave in their wake.

    I know of one boss that has reports clinging to every word, not out of extreme interest, but because he rarely ever finishes a sentence, and the object part of the sentence typically contains the “who” or the “what” of the directive at hand. Without it, no one knows what’s expected of them or who’s been assigned half the time. So they all have to listen to each directive to get the big picture, and then divvy up the work as they see fit since the “real” assignments are incomplete or incomprehensible. Ultimately everything gets done, but the time wasted figuring out what’s needed and who’s to do it is actually making the busy manager redundant. I know, there are lots of coping strategies and work-arounds that would work to curb, change or otherwise eliminate this problem. But the point is, the boss is so conflicted, consumed and otherwise easily distracted by new inputs, whether from other coworkers, colleagues, his boss or others, that he can’t stay on track long enough to function. Most of this comes as a response to a reactive culture. What I mean by that is the company culture is one of very high expectation in terms of level of service, both internal and external, to the point of mandated response times on e-mails and phone calls (ie, you must respond in some form to the sender of an e-mail within 2 hours of it’s origination). This type of thing typically evolves in response to a complaint at some point in the past, that people were not responding quickly enough to get their tasks completed in a timely fashion. The reason for the lack of response was never explored, but a policy was put in place to combat it, nonetheless.

    Under those circumstances, the ADD boss has trained himself to let go of what’s in front of him (ie the meeting in progress), and to return to the inbox, lest he miss something or not respond in a timely fashion. Meanwhile, his staff flounders, the meeting gains no momentum and nothing gets accomplished, yet at review time, the boss can say, “we held a meeting, told everyone what’s happening . . .”

    Sometimes, the ADD behavior is simply a response to media bombardment – the brain’s receptors get inundated with input from phones, e-mail, TV, the radio, music downloads, meeting reminders, other conversations, web pages and all the rest, and rebels by not lighting on any one media, including humans, for long enough to overload – it’s sort of like your computer skipping around from app to app to use the available processing power to best advantage, but slowing the entire machine down in the process. Small bites for limited amount of time, rather than longer, more focused attention to one thing at the expense of everything else. This makes the ADD boss “think” he’s getting things done, but it’s an illusion.

    Write in to tell us about your most rambunctious ADD boss . . .

    If this was helpful and you’d like to read more, subscribe to this blog above. Also, don’t forget to pick up your copy of “The Marketing Doctor’s Survival Notes”