getting the content right
DESCRIPTION
Getting the Content Right: Effective Messaging Over Email was presented at SES San Fransisco. It covers understanding your audience, setting your brand and working on headlines and messaging. It includes real examples of good and bad email marketing.TRANSCRIPT
San Francisco| August 13–17
Getting the Content Right Constructing Effective Messaging Over EmailPhillip ThuneTextbroker InternationalCEO-Americas
(speaker logo)
San Francisco | August 13–17, 2012 | #sessf
Keys to Great Email Content
• Audience
• Attitude
• Goals
• Subject Line
• Message Body
@textbroker
San Francisco | August 13–17, 2012 | #sessf
Help Your Readers Help Themselves
Defining and Understanding Your Audience
@textbroker
San Francisco | August 13–17, 2012 | #sessf
Who is your audience?
-Check demographics, locations (Analytics)-Understand motivation for opening, clicking and buying-Look for social signals (Likes, re-tweets)-What are their needs?
Tailor your goals and your message to your audience.
@textbroker
San Francisco | August 13–17, 2012 | #sessf
How Will You Help?
@textbroker
Attitude:
San Francisco | August 13–17, 2012 | #sessf
Define Your Attitude Through Your Content
@textbroker
San Francisco | August 13–17, 2012 | #sessf
Topics and Presentation Create Your Attitude
@textbroker
San Francisco | August 13–17, 2012 | #sessf
Questions To Create Your Attitude
1. What attitude do you want? Serious, informative, funny, snarky, critical, happy, salesy?
2. Do your communications come from a personal perspective (“we”) or are they third-person (“the company”)?
3. Is there anything to avoid in terms of terminology or subjects?
@textbroker
San Francisco | August 13–17, 2012 | #sessf
What should the email do?
• Share knowledge and build authority?
• Promote a specific product or event?
• Notify subscribers of system changes?
Goalsetting
@textbroker
San Francisco | August 13–17, 2012 | #sessf
Subject Line
“Tell ‘em what you’re going to tell them. Then tell them. Then tell them what you just told ‘em” (accredited to CBS’s Paul White)
• Make the subject line clear and compelling.• Remember your goals
• Call to action when appropriate• Urgency when appropriate• Consistency for newsletters
Copyblogger recommends the Four “U” Approach to headline writing:• Useful: Is the promised message valuable to the reader?• Ultra-specific: Does the reader know what’s being promised?• Unique: Is the promised message compelling and remarkable?• Urgent: Does the reader feel the need to read now?
@textbroker
San Francisco | August 13–17, 2012 | #sessf
@textbroker
Subject Line
SES does a great job with headlines:
Preview the SES San Francisco Speaker Lineup (Sent June 20)• Useful/Ultra-specific: Speakers are the highlight of the conference• Unique: Previews feel exclusive
SES San Francisco - Early Bird Expires Friday, July 13 (Sent July 10)• Useful/Urgent: discounts and savings with expiration date• Ultra-specific/Unique: early bird savings
Only One Week Left until SES San Francisco (Sent August 6)• Urgent: Timeliness adds pressure to read
San Francisco | August 13–17, 2012 | #sessf
@textbroker
Message Body
Answer this question in your message.
Your subject line is a promise. The message body fulfills that promise.
San Francisco | August 13–17, 2012 | #sessf
@textbroker
So you know who your audience is, how to present yourself to them, and how to get them to open the email.
Now what?
How do you keep them reading?
Craft your message based on your audience’s needs and likes. Identify the specific need that your audience has and how you can fill it. Use what your audience responds to and talks about to keep them reading. Offer meaty information, like the case studies coming up, to illustrate your point. Reflect your goal in your closing statements.
Give them the beef!
Turning The Keys
San Francisco | August 13–17, 2012 | #sessf
Subject: A 360 degree perspective of business intelligence, networking and Internet Marketing!
Phillip, please stop and read this email.
I would like to personally request your attendance at the 2012 [Conference] taking place [date] in [city].
We have spent the greater part of the last year putting together a world-class event that is centered on content, the latest business intelligence and revenue-generating networking -- all for the benefit of our attendees and their companies.
Following last year's event featuring Facebook, Google, Salesforce.com, and other technology leaders, this year we are expanding our program to include breakout sessions, main stage keynote presentations, an exhibitor showcase featuring over 100 sponsoring companies and the [award event] to honor your achievements.
The [awards program] are a powerful way for you to share with your peers and industry experts the innovative Internet marketing programs you've built this past year, and a chance to garner prestigious recognition for your work. Go to [link] to see the categories. Deadline for entries is [date].
Also, we have negotiated special hotel rates starting at $109 at CityCenter resort. Plus, as a conference attendee, your food and beverage will be included for 3 days.
This year's experience will have a few entertainment surprises coordinated by our partners at Cirque du Soleil and MGM [date]
Please call or email [contact] or myself with any questions. Phillip, I appreciate your support and attendance!
@textbroker
Case Study – Convention Registration Email
San Francisco | August 13–17, 2012 | #sessf
@textbroker
Subject Line Issues
Subject: A 360 degree perspective of business intelligence, networking and Internet Marketing!Jargon, jargon everywhere! Why is this important for the reader? What’s the promise?
Did the subject line work?• Would you have opened the e-mail?• Did the contents match what you would have
expected from the subject line?• Was it unique, urgent, ultra-specific and useful?
San Francisco | August 13–17, 2012 | #sessf
@textbroker
Goalsetting Issues
• What was the goal of the e-mail?– Where did you first see the goal of the e-mail?
– Not the subject line.
– Not the opening.
– Three lines in – Personal invitation to the event.
– Is there a call to action anywhere?
– Would you have signed up?
• Goals should be reflected in your subject line and throughout your content.
• Use common terms and a call to action where necessary.
San Francisco | August 13–17, 2012 | #sessf
@textbroker
Content Issues
Following last year's event featuring Facebook, Google, Salesforce.com, and other technology leaders, this year we are expanding our program to include breakout sessions, main stage keynote presentations, an exhibitor showcase featuring over 100 sponsoring companies and the [award event] to honor your achievements.
Where’s the beef? Last year had major speakers. Give us a few marquee names for this year.
So where’s the 360 perspective from the headline? What was the promise and was it fulfilled?
Package benefits in the headline to generate interest.
The [awards program] are a powerful way for you to share with your peers and industry experts the innovative Internet marketing programs you've built this past year, and a chance to garner prestigious recognition for your work. Go to [link] to see the categories. Deadline for entries is [date].
Also, we have negotiated special hotel rates starting at $109 at CityCenter resort. Plus, as a conference attendee, your food and beverage will be included for 3 days.
San Francisco | August 13–17, 2012 | #sessf
@textbroker
• Who is the audience? Were they addressed from their needs and wants?
– Started with “please read me,” then “we worked so hard,” followed by “last year we had big-name speakers.” (me, me, me)
– Where’s the beef? Halfway through, there’s a mention of speakers and why you should come. This is too little information too late.
– It’s not about how hard you worked. It’s not about how great your product is. It’s about the value for the reader and how it can help them.
– If a reader doesn’t immediately see a benefit or interesting item, they will close or delete the e-mail without taking action. Structure your content around your reader to keep their interest and show them the beef.
Missing Your Audience
San Francisco | August 13–17, 2012 | #sessf
@textbroker
• What brand position did the sender take? Did it present the organization in a positive, compelling light?
Weak Branding/Attitude
• The first line begs you to read out of the goodness of your heart – no effort was made to pique your interest or present a good reason to continue reading. How does this position the brand and the event?
• How much was said about the conference and the benefits? Does this show that the organizer has a strong program?
• Use your brand attitude to shape your content. Ask yourself if the current messaging reflects your brand before sending.
Will moderate for food
San Francisco | August 13–17, 2012 | #sessf
@textbroker
Second Convention Registration Email
Subject: Don't miss [company]'s third annual [Conference]
Special Discount for [Organization] Members! Use promotional code: XYZ
Reserve your space now for two of the most important days of your career.
[date][venue | location]
Speakers Include:[speaker 1] [speaker 2] [speaker 3] [speaker 4]Zuffa, LLC America's Test Kitchen Amplidata NASA - Johnson Space Center
[Company]'s third annual [Conference] brings you an intensive series of seminars, workshops and case studies, all presented by industry professionals representing the very best in:
• Grand total of 6 bullet points• Topics to be addressed• At the conference
Give us two days - we'll give you the knowledge you need to work more effectively and jumpstart your career.
And if you register before [date], you'll save $200!
Register Now!
[Awards program]There's still time to submit your work for the 3rd Annual [Awards program]- entries close August 17! Click here for more information.
Clear subjectSweeten the deal immediately + call to action
Now there’s the beef!
Creates urgency and necessity
More beef!
Clear value proposition
Awards at the end as a bonus.
San Francisco | August 13–17, 2012 | #sessf
@textbroker
What Went Right?
• Clear subject line with company information.– You want your name and company to encourage people to open your e-mails.
• Clear goal from subject line through closing– Multiple sales techniques used to close the deal
• Audience-focused– Presented what’s most important to the audience – speakers and topics –
immediately and clearly.
– Addressed time and monetary concerns.
• Branding– Tone and structure of the message contributed to active, committed branding
San Francisco | August 13–17, 2012 | #sessf
Outsourcing Your Content
Writing Sites+ Set quality for set prices+ Options to work directly with
writers for a set price+ Quick turnaround+ Simple approval process- Can’t talk to writer beforehand
Freelancers+ High quality+ Personal attention- High price- Long negotiations- No backups
Bidding Sites+ Wide variety of quality with
minimal filters+ Wide variety of prices- Long negotiations- Sort through multiple offers- Unclear timelines
San Francisco | August 13–17, 2012 | #sessf
Using a Writing Service
• Set length and the general quality
• Give your titles and instructionsThe more information you give in your instructions, the better the author can complete the assignment. With a strong title and clear instructions, any author should be able to write the post.
• Instead of choosing from a pile of submissions, you simply say yes or no.
San Francisco | August 13–17, 2012 | #sessf
Conclusions
• Understand as much as possible about your audience
• Keep your attitude consistent
• Set goals for each e-mail
• Subject lines are a promise
• Center your content on your audience
• Your message fulfills the promise of your subject line
• Writing sites keep the process efficient and affordable
Target The Message To Your Audience