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The article How to make your Ads Irresistible by Raamakant S. was published September 1st 2006 in the Internet Marketing section of SelfSeo.com. The article explains in great detail how marketers can break through the clutter when using email marketing or regular website ads. Email marketing, which usually uses permission or opt-in emails should not be confused with spam, which does not ask for permission and is short-term marketing strategy. Email marketing on the other hand tries to establish a long-term relationship with customers or at least a more meaningful relationship. However marketers have difficulties to catch the consumer’s attention for their email and eventually create interest in their product, considering the fact that the total annual email volume in the United States is rapidly growing and exceeding over 1.5 trillion messages per year. While advertisers using offline media can use different advertising approaches to get consumers attention, like humor, color, voice, etc. online promoters have limited abilities to do so. Online advertisers, especially email marketers only have a headline or subject line most of the time to create interest in the ad and in the product. The ad can be great but if the subject line does not grab the reader’s attention it will not be opened and seen. The author therefore gives 5 tips on how to improve your subject line to persuade consumers to continue reading the whole ad. Even though some of the tips might seem common sense, many marketers disregard them or do not combine them. According to the author formatting a text by using a genuine mix of both case letters in a professional look can grab some attention. The same is true for the usage of signal words such as “FREE”, “YOU” or “STOP”. Asking a question, concerning the interest or problems of the targeted market or emphasizing true facts in the right language and figures are also aids to break through the “world wide clutter” . The last tool the author mentions is the usage of real proofs, meaning marketers should support their claims or facts with testimonials or statistics. Most of these tools seem to be common sense and, as seen in the daily load of spam customers receive in their email account, very widely used. Maybe marketers should come up with new ideas for email marketing, since spam seriously damaged the reputation of email marketing and discouraged many internet users to even open any unknown email.
1 Comments:
Personally, half of the emails that I receive are SPAM. Unfortunately, there might be some emails in my inbox that I disregard thinking it is junk. I think e-mail marketers have an enormous job getting individuals to open up e-mails that are beneficial. Due to an increasing in identity theft a lot of individuals are very skeptical about opening emails from people they do not recognize. If I see an email from someone that I do not know I will not open it. There are hackers out there that act as well known companies such as Ebay or PayPal that ask individuals for their personal information. Their emails look exactly like the company ones so the individuals are easily fooled. Although the tips stated in the article could help, I think each case is different. Bigger and brighter letters could attract the younger crowd but older people would most likely not pay attention to it. I think the key in getting a person to open up an email is the subject. The phrase needs to be catching enough and not be similar to SPAM’s keywords. I think as the time progresses there will be programs that will generate each email and trash the unnecessary ones and forward the ones you need right into your inbox!
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