Believe & Be

Email Campaigns: Looks Matter

2010-01-19T07:52:00.000-08:00

Deny it all you want, but you know it's true. Looks matter. Sure, we all have different tastes and preferences. (Thank goodness! Otherwise, there would be a lot of damaged egos out and about the world.) But, the basic essentials when it comes to appearance are a must. No, I'm not talking about the rules of dating. I'm talking about the rudiments of email campaigns.

1. Flawless spelling and grammar. Yes. You've heard it a million times. So, why do we all keep seeing menacing errors when we receive emails from businesses?

It's not enough to just run a spell check. Put your writing aside for an hour, or even a full day, and then proof it again and again. Send it to others to proof it, too. Four eyes, six eyes, eight eyes... they're all better than two eyes.

2. A clean, inviting template. Preferences and style may vary here, but the main goal is that your email template be a reflection of your company. Find a template that you like and keep it. Choose something simple rather than busy. Use an easy-to-read font. Don't change things up—be consistent with your look and feel.

3. Light on the copy, please. A few paragraphs in a promotional email should suffice. Don't get long-winded. People don't have the time, patience, nor attention span for long-windedness—even if you're delivering value.

I promise, if your message is not clear and concise with a a call-to-action by the second paragraph, you'll lose readers. Be simple. Be direct. And, yes. It's hard to be simple and direct. But, for a promotional email to be successful, both are a must.

If you find that writing clear, concise copy is a huge undertaking that you do not have the time to tackle, Filbert Marketing Communications can help! They provide high quality marketing copy to help businesses like yours increase visibility and revenue.

Have I missed any of the superficial rudiments of successful email campaigns? Please, let me know. I welcome your thoughts and expertise.

What the heck is a white paper?

2009-11-24T12:57:00.001-08:00

Over the past couple of months, I've met many local business owners. When I explain that I'm a copywriter and give examples of the marketing collateral that I write, a quizzical look often sweeps over the face of the person to whom I'm speaking when I say, "white papers".

"What is a white paper?" They ask with great interest.

Historically speaking, a white paper is a report based on a social or political stance, supported by facts and statistics. In recent years, white papers have morphed into so much more. In fact, white papers are a dynamic marketing tool.

A strategic document, white papers provide Marketing and Sales teams the ability to provide potential and existing customers with objective information that is helpful toward a resolution to a business challenge they are experiencing. White papers go far beyond the duty of a brochure or sales sheet, which typically only provide a list of features and benefits. Instead, white papers educate.

Much like articles and case studies, a well-written white paper can elevate you to the status of Expert in your field—enabling you to build trust and credibility with potential clients, existing clients, and even your competition.

Flourish with Effective Email Campaigns

2009-11-08T19:01:00.001-08:00

Email is an efficient (not to mention FREE) form of communication in which you can promote anything from webinars and tradeshows to sales and new products. However, you can accomplish so much more than making a mere announcement when you effectively reach out to prospects and clients via email.

Email campaigns are a fantastic means for connecting with and educating your prospects and clients about your industry and business. You are an expert. Share it!

How? Include a "take-away".

What's a take-away? It is an informative, relevant, and typically persuasive marketing piece. Examples include:

Case studies

White papers

Articles (marketing or Q&A style)

Reaching out to prospects and customers via email with a strong message and valuable take-away item, builds trust and credibility, putting you at the head of the pack. By implementing effective email campaigns into your marketing plan, your business will flourish.

Power in Case Studies

2009-09-11T15:43:00.000-07:00

I love writing case studies, and often refer to them as customer success stories. It gives me the opportunity to make two successful companies shine!

Case studies can be powerful. The objective is to show how a product or solution produced by Company A helped Company B improve business, whether through increasing productivity, easing expenses, improving customer satisfaction... well, the list of benefits could go on and on.

When written in a compelling, story-like manner in which Company A sincerely champions Company B, case studies are a true win-win.

You can leverage case studies just as you would a white paper. Lead generation programs are a fantastic use for case studies. Why? Because they don't just tell the reader about the benefits of your products or services, these success stories SHOW the benefits.

Another great use for case studies is a take-away for Webinar attendees. They are a brilliant "thank you" gift. Clients and prospects can apply what they just learned about your products or services to a true-to-life scenario.

Case studies do wonders for sales staff. Serving as a reference, case studies can open doors for sales executives, or even help secure the close of a sale.

Versatile in use, there is—without a doubt—power in a well-written case study. Click here to view samples of powerful case studies.