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SPAM or GOLD- How to be on the Right Side of Email Marketing
We all do it.
We open our inboxes, we read the few that are from people we know, and then we mass highlight and delete the hundreds of mailers that we’ve been subscribed to over the years. But every now and then there’s that one- that one with the catchy headline about something we actually are interested in, and we skip past it in our mass deletion. If it’s really good, we even open it. And when it’s great, we read it and save it. Have you ever thought about where the line between SPAM and Gold sits? Let’s compare.
GOLD has a catchy headline. Readers are generally more attracted to phrases like “How to” or Numeric Posts “5 Reasons why… 3 Best tricks…” The headline tells you what you will read in a sentence.
SPAM has a salesy headline. If a headline is misleading, or purposely vague, or is transparently self-promotional, it’s probably going to get flagged as spam.
GOLD is written for the reader. Content Marketing is a huge asset. When an email has helpful and relevant content that is engaging and reader focused, why wouldn’t someone want to read that? It’s what we often call ‘value-added resources’, meaning there’s no direct call to action apart from “we have some great info and we thought you would like it.”
SPAM is written for the business. If a mailer is super self-promotional, or starts with value-added resources but then leads it all into why you should hire that person or buy that product, the credible info often gets dismissed as a sales pitch.
GOLD invites the reader to a conversation. There is an easy “unsubscribe” option, the user has willingly opted in, and the content focuses on what readers have actually expressed wanting to know. In terms of conversation, these are the mailers who know how to pick up on social queues and have a dialogue.
SPAM traps the reader into a (not successful) marketing hole. The “unsubscribe” option is hidden or difficult to get through, readers are added to mailing lists without actually asking. In terms of conversation, these are the mailers who don’t seem to understand social queues, they monologue, and they don’t know when they’re being asked to shush.
Need help? We are partners with Constant Contact and can manage your mailers or connect you directly with Constant Contact. They offer easy to use, beautiful templates, amazing customer service and business advice, and everything you could need for a successful email marketing campaign. Contact us to get started.