Words have the power to change the world.

Archive for the ‘Writing & Marketing’ Category

EuroMail: Forget Likes And Shares — Use Social To Grow Email Lists

Too many marketers are missing out on social as a means to grow email lists through invitations to sign up for exclusive privileges and competitions.

Source: EuroMail: Forget Likes And Shares — Use Social To Grow Email Lists

Content Strategy Within The Design Process – Ceros Blog

The first thing to understand about content strategy is that no two people understand it the same way. It’s a relatively new — and extremely broad — discipline with no single definitive definition. A highly informative Knol on content strategy defines it as follows: “Content strategy is an emerging field of practice encompassing every aspect […]

Source: Content Strategy Within The Design Process – Ceros Blog

The Lost Art of the Email Follow-Up – Ceros Blog

A great email follow-up can help retailer and B2B brands close more business. See how 4 highly successful companies have mastered the art of the email.

Source: The Lost Art of the Email Follow-Up – Ceros Blog

The Rise of Subject Line Designers?

The Rise of Subject Line Designers? – Salesforce Blog.

Using symbols in subject lines can be very effective. Check rendering on all platforms to ensure your readers get a consistent experience. And do not overuse them. As with any marketing ploy, too much repetition robs you of the attention garnered from uniqueness.

via The Rise of Subject Line Designers? – Salesforce Blog.

The greying of social media?



Top Web Design Trends Your Business Should Implement for 2015 | OPEN Forum

Top Web Design Trends Your Business Should Implement for 2015 | OPEN Forum.


Love the Storytelling apps.

The ultimate mobile email statistics overview

The ultimate mobile email statistics overview.


Kudos to Jordie van Rijn for compiling all these statistics on mobile email! A terrific resource.

The ultimate mobile email statistics overview

10 Longtime Brainstorming Techniques that Still Work | Inc.com

10 Longtime Brainstorming Techniques that Still Work  | Inc.com.

Excellent resource for jump starting your creative, out-of-the-box ideation.

The Power of Context

Do you want fries with that?“Do You Want Fries With That?”

By Cynthia Edwards

What makes an email successful? – Delivering the right message to the right person at the right time on the right device. As a communicator, I like to think of these attributes as context. Here are some ways to get the context right and improve your program.

Meet the customer on his path

You don’t necessarily need massive customer data files to get messages out that are contextual and meaningful to the recipients. Much of your CRM strategy can be based on common sense.

Consider the following emails I’ve received that contain messages that apparently suited the vendor but were wildly out of context for me.

  • Travel offers for a hotel located two miles from my home. (I’ve heard of staycations, but this is ridiculous.)
  • Promotions for pricey sound systems months after I had already bought one. (How many do they think I can use?)
  • An invitation from a local political writer to join a wellness class about essential oils. (I always knew politicians were slippery. Still …)

In terms of existing customers, the right context for an alluring continuing conversation, such as attempts at upsell, re-sell, or cross-sell, is along a reasoned path of usefulness. If the customer has just purchased a sound system for their TV, ask them to consider adding or upgrading a different device next. If they bought that sound system three to five years ago, maybe they’re ready now to buy a new one with the latest technology. Timing your offers well is another key element of the context.

The perfect cross-sell line is, “Do you want fries with that?” Because that’s the essence of getting the message in context. They’ve bought the burger, so now they need a side dish or a drink to go with it. They don’t need two hamburgers.

What about new customers? What might they like to hear from you? There’s only one way to find out for sure – ask them. Every brand’s sign-up page should be both a welcome tour and a preference center. Show them around the range you offer. Distinguish yourself from competitors. When you ask for their email address, also ask them what they’d like to know next. Capture those preferences and apply them to the specific email stream they will get.

Remind them who you are, every time you meet

Another important aspect of context that you need to nail every time is your identity. Don’t be lulled into thinking that in the midst of today’s frantic, fragmented media world, every subscriber remembers your company or why they signed up for your emails.

Consumers are bombarded with nearly 1,000 commercial messages per day. The next time the consumer meets you, she may need clues to your identity to enable recognition. Remind her of the context in which she signed up for your emails and brand every email with your unique voice, look, and differentiation.

On your unsubscribe page, use some of the web real estate to reintroduce yourself. It might be just the memory jog a customer needs to stay on your list.

Leverage the physical context

There are two important considerations here. First is the context of the inbox. Follow best practices to make your message stand out in the clutter. The whole art and science of email is progressively to draw the reader in to the message. Pour your creative effort into crafting subject line, pre-header, headline, hero image, and introductory copy that work together to pull readers in and get them engaged with your message.

The second consideration is the device your customer uses. Behaviors vary depending on whether the customer is using a smartphone, tablet, or laptop/desktop. Find the correlations in your data that show what your customers do on which device – reading, browsing, clicking, buying. Consider how you might tailor the email to take advantage of the context of each device.

Ultimately, your best strategy is to focus on the point of intersection between your audience’s habits, needs, and desires and the products or services you supply. That’s the winning context.

Dear Sheryl Sandberg: There Are Far Worse Things Than Being Called Bossy

Dear Sheryl Sandberg: There Are Far Worse Things Than Being Called Bossy.

At the risk of making women everywhere hate me, I am uncomfortable with the Ban Bossy campaign. It assumes that bossy behavior and leadership behavior are synonymous. They are not.

If a girl is being a leader and is being called bossy as a pejorative term, of course that should be corrected.

But men and women (and boys and girls) who are truly bossy are NOT exhibiting leadership characteristics. I worry that the next generation of managers and executives will be bossy instead of real leaders, because at an early age they were taught that there is no difference.

Words matter. Let’s be precise.

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