The Email Wars

Just like one of my favorite old time ads that is still running today (thanks to my TV watching with my 5 year old son) just how much copy does it take to get your point across? (Just How Many Licks Does It Take to Get to the Center of a Tootsie Roll Tootsie Pop… One…Two…Three. Three) I often see emails that I wonder just WHO was the copy writer? Were they paid by the word?

We have limited time in today’s world sadly enough, and as marketers we need to be cognizant of just what we need to say, how to say it clearly, and how to get them to take action. Simple right? Well not always.

If you are not subscribed to our eROI Newsletter it is hard to show. But what we have done after 6 years of writing it is simplify it. Less is more. Clear wins the click every time. Now we are not selling something per say, but we are sharing something we think it worthy of your time. We took time to analyze our own newsletter and apply the findings to get a higher click through rate. I can’t share ALL the secret sauce, but I can tell you that was a massive increase and has remained high since the change.

View image

Could SMS, IM and Twitter be driving us to say more with less? Are our brains changing in an evolutionary manner that allow us to read, decide and act with less if it is done right? Maybe. Just maybe. If you are still reading this then you might have a longer attention span than most, but then again it is a blog and the machine has programmed you to read for the goodies.

Now it is not just me, but I think that there is a movement on for good copy, relevant email, and driving people to interact when the moment strikes.

And this is not just in email marketing, but in email as a whole:

Here is an example I came across that is a little cryptic but leaves me asking for more.
http://five.sentenc.es/