Names That Begin With A For A Girl Old Fashion Old Fashioned Marketing With New Fashioned Technology

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Old Fashioned Marketing With New Fashioned Technology

It seems like we’ve come full circle when it comes to communicating with our prospects and customers. I’ve noticed lately that I pay very little attention to online newsletters and those beautiful HTML announcements that arrive in my inbox every day. There are a few exceptions of course. But mostly I care about the CONTENT being delivered, not the design or graphics. When given the option I no longer ask for the HTML version of something – I choose the text-only version instead.

It was an unusual time to get anything but plain text in your email inbox. We then moved on to designing branded newsletters and “postcard” invitations that would appeal to our readers. Now, thanks to ever-improving SPAM filters, many of those fancy invitations, announcements, and emails don’t even make it to our desktops. And for those who go through the firewall, we’re sick and tired of looking at all those designs. We just want information – short, sweet and simple.

Playing on this we recently experimented with a client who was running a series of seminars. As is typical, the invitation is sent using HTML and branded design. But enrollment was low and we were looking for a way to drive engagement. So we sent another announcement about the event, except it was a simple text email. We had our real name in the “from” section. In the “subject” line, we entered the name of the seminar. Part of the email contained a sentence that the recipient attended the seminar. There were about 3 main shots of “what you will get” and the basic description of the 2 hour session.

Within 24 hours of sending the text email we received 10 more registrations for the event. Since the event closed with 25 participants, this was almost 50% of our audience! We thought we might be on to something, so we did it again for another client event. And again, the results were similar. Plain text email accounted for more than 50 percent of HTML invitations. Why? I think our brains are just a little tired. You can compare this with a Las Vegas night tour. At first the lights are beautiful and everything catches your attention. But walk down the aisle every night for months and months and after a while those pretty twinkling lights won’t attract you anymore. You will only focus on reaching your destination.

So, I believe that we are completely reverting to an old style of communication. I don’t have time to read your online newsletters. But I do notice that on Sunday afternoons I sit down and read some of the print newspapers I get in the mail every month. “Cold calling” email blasts never interest me but last week I got a very clever direct mailer that stopped me and actually made me call the service provider. And I recently recorded a webinar on advanced search engine marketing techniques that I learned from a plain text email sent to me from the owner of Interactive Consulting.

Am I advocating that we get rid of HTML newsletters and announcements altogether? Of course not. These fit into our marketing mix just like anything else. I suggest you convert HTML to plain text and try both. If you’re hosting an event, why not change each information — the first in HTML, the second in plain text, etc. And the day before the event — send a simple text reminder. And let me know if your response rates increase starting with this “old-fashioned” approach to email marketing.

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