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Wed. Sep 20th, 2023

It appears we have come full circle on the subject of speaking with our prospects and purchasers. I seen not too long ago that I have been paying quite a bit much less consideration to on-line newsletters and people fairly HTML bulletins that arrive in my in-box on daily basis. There are just a few exceptions in fact. However for probably the most half I am within the CONTENT of what’s being delivered, not the design or graphics. When given the selection I not ask for the HTML model of something – as a substitute I select the text-only model.

There was a time when it was uncommon to obtain something however plain textual content into your e-mail field. Then we moved to designing branded newsletters and “postcard-like” invites that may seize the eye of our readers. Now, because of ever-improving SPAM filters a whole lot of these fancy invites, bulletins and emails aren’t even making it to our desktop. And for people who do get by means of the fire-wall, we have grow to be jaded and bored with all these designs. We simply need the data – quick, candy and easy.

Taking part in on this hunch we not too long ago experimented with a consumer that has been holding a collection of seminars. As is typical, invites had been despatched out utilizing HTML and branded design. However registrations had been down and we had been searching for a solution to drive attendance. So we despatched out one other announcement in regards to the occasion, besides this was a easy textual content e-mail. Within the “from” part we had actual individual’s title. Within the “topic” line we inserted the title of the seminar. Within the physique of the e-mail was a sentence inviting the recipient to attend the seminar. We had about 3 key “what you will get” bullets and the essential description of the two hour session.

Inside 24 hours of sending out the textual content e-mail we acquired a further 10 registrants for the occasion. For the reason that occasion was capped at 25 attendees, this was virtually 50% of our viewers! We thought we is perhaps on to one thing, so we did once more for an additional consumer occasion. And once more, the outcomes had been comparable. The plain textual content e-mail out carried out the HTML invitation by over 50%. Why? I believe our brains are just a bit drained. You may examine this to strolling down the Las Vegas strip at evening. At first the lights are lovely and every part captures your consideration. However stroll the strip each evening for months and months and after some time these fairly flashing lights aren’t going to seize your consideration any longer. You will merely deal with arriving at your vacation spot.

Due to this, I consider that we’re coming full circle again to a extra old school manner of speaking. I haven’t got time to learn my on-line newsletters as typically as I would love. However I discover that on Sunday afternoon I sit down and skim a number of print journals I get within the mail every month. The “cold-call” e-mail blasts by no means seize my consideration however final week I received a really intelligent junk mail piece that gave me pause and really received me to name the service supplier. And I not too long ago signed up for a webinar on superior search engine advertising and marketing strategies that I discovered about from a plain textual content e-mail that was delivered to me from the proprietor of the interactive consultancy.

Am I advocating that we dispose of HTML newsletters and bulletins utterly? After all not. These have a spot in our advertising and marketing combine as does every part else. I’m suggesting that you simply take into account alternating HTML with plain textual content and that you simply experiment with each. In case you’re holding an occasion, why not alternate every discover — the primary in HTML, the second in plain textual content, and many others. And the day earlier than the occasion — ship out a plain textual content reminder. And let me know in case your response charges begin growing with this “old school” method to e-mail advertising and marketing.

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