Email Copy: the Customer, the Prospect

Back on September the 9th, Marco Marini wrote an interesting article for Clickmail about copy writing in emails and how you have to come from a different angle for customers and prospects.
As per all marketing, it is about empathy. Every recipient has a different perception of your brand due to the rapport you have with them and their experience of your brand.
Obviously you can’t write one email per person so you ‘normalise’ it. Each person gets categorised depending on what we think their perception is based on experience, path of entry, interaction etc. Some categories might be different but might have a a very similar perception and can be merged.

At the end of it all you will have a group of categories with different groups of perceptions. At the very least you are likely to have Customers and Prospects. You might be able to break prospects down depending on how much interaction they have with you. The same might be said of customers, although if they are a frequent buyer, blog commenter, etc. etc. you might be able to less formal than you are with someone who buys once or twice a year.

You then decide how you want to communicate with these groups of people and write different messages or content blocks.

Does this seem familiar? It sounds like profiling again only with copy and not content!

This is something that is often missed. We decide how are brand says and phrases things and we do it consistently, we then change the content to make sure each person gets the email that they are most likely to respond positively to but we never consider changing the felling of our words!

Worth a thought, I do write differently to friends than I do strangers and it is the same with customers and prospects depending on how they are. A customer that I hardly ever hear from will be written to formerly while a prospect that I have a laugh with but just can’t close the deal will get swear words!

BlueSkyFactory: 5 Things All Email Marketers Need to Know

September 23rd, 2009 by Amy Garland

So you want to be an email marketer, huh?

All you need to do is buy a list, set up the email, hit send, and you’ll see a spike in sales, right? WRONG. While email is an effective marketing channel, there are a few rules – unwritten and written – that all email marketers need to know. While this list is beneficial for beginners, it also serves as a reminder to the pros out there. So, without further ado, here are the 5 Things All Email Marketers Need to Know…read on

– – –
Another classic from BlueSkyFactory – love your work Amy.
Everyone should read it once, because While this list is beneficial for beginners, it also serves as a reminder to the pros out there.

Certified Spam?

Yesterday I had a little exchange with Return Path after I quoted someone’s opinion that if you are a good sender, you won’t need certification and if you need certification, you’re unlikely to pass the permission tests to qualify in the first place! Return Path made a good point that the images do get loaded automatically and then got a bit confusing about how fully permitted campaigns can still get better results with certification but without any clear reason?

Then morning I found Tamara Gielen’s post about getting an email that she’d never heard of who is Goodmail Certified?
Oh dear, there may be a chance that Goodmail are too busy getting sued to vet their customers properly or was there just a bag load of money? I’m sure Goodmail did everything they could to ensure that every address had permission though!

If certification will get you better results even with the best deliverability already, what is the difference? Does it bypass personal spam filter training to avoid false positives, are ISPs deliberately harsher on non-certified email’s IP and creative, does certification completely write off IP reputation?

Also if you see my comment on Tamara’s post – spot the deliberate typo

Unsubscribe Options and Feedback 2: Optout Reasons

In a follow up to their post “Listen to your reader’s unsubscribe feedback” which I mentioned in “Unsubscribe Options and Feedback” Email Garage has come up with some stats.
They even suggested asking about feedback options when you collect the address in the first place. That’s a great idea, I wish I’d thought of it – oh!

In the latest post Why email subscribers unsubscribe, check out the stats…read on
– –

I suppose it is not a new stat and appears to be staying quite static this year.
It all comes down to the same thing – don’t email people content that they have not asked for and won’t want…Sherlock

Holiday list hammering can really screw you up

A cracking article from Stefan Pollard for ClickZ on Sep 9 2009, called “Avoid Desperate E-Mail Tactics This Holiday” covers a very good overview of today’s deliverability concerns and some of the causes.
It goes from old school spam reports to the latest plans for domain reputation, worth a read but it’s quite long!
– – –

On the subject of holidays, it is really easy to really bugger up your reputation as a sender, not just with the ISPs but with your recipients!

You want to really make sure that every one gets the best chance to buy from you but also you can overload them and scare them away.

Pure360 has a cheeky little check box called Contact Frequency Limiter. You can set it to only send an email to one address every X number of days and Pure360 sorts the rest out.
I don’t use because I profile but if you are a generic sender this could save your list!

E-Mail Versus Twitter?

E-Mail Versus Twitter? Errr, email. Bill McCloskey explained for ClickZ on Aug 27, 2009…read on

– – –
Twitter’s somewhere between an RSS feed that you can reply publicly to and an instant messenger that everyone else can see, with an SMS interface.

It works but it can drag you in so far you can lose perspective. You can forget that 80% of your readers, customers etc. might not interact with you this way but they do and will do in other ways. Also this Twitter 20% might not be the 20% that accounts for 80% of your revenue – don’t get dragged in, remember it for what it is and use it with quality and not quantity.

And yes, I stopped following you cos I don’t care what you had for breakfast, what you bought from the shops and I really don’t care how your dentist appointment went! Unless you’re Stephen Fry…but only just… you’d best keep it funny Steve!