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Oops, Part 2 – Is there typo in your e-mail?

Posted by: Debra Jason | Comments (8)

Monday, May 7th, 2012

Shortly after I posted my e-mail about my embarrassing mistake in using “your” instead of “you’re” in one of my e-mail subject lines, I received 3 e-mails from colleagues – each with a typo.

I promptly responded to each one of them, told them what happened to me and pointed out their error.

They thanked me and while we might have each been a bit embarrassed by our mistake, we agreed that it wasn’t the worst thing in the world. We proofread our work and strive to be professional. However, sometimes we make mistakes and they’re simply honest errors. We’re all just human, aren’t we?

Here are the three typos I came across in my colleagues’ messages:

#1. “I can give you my complementary time..” Oops, should have been, “I can give you my complimentary time….”

#2. “I want to her from you!” Oops, I think he meant “I want to hear from you!”

#3. Personally, this one was probably the most embarrassing. It read, “If you listened to my teleclass on getting unsuck (if you haven’t – why not?” Ouch! Do you think she meant “unstuck?”

So, how about you? What typo have you made that slipped past your watchful eyes before you hit the “send” key? Did it result in a chuckle, an embarrassing moment or both? Please share your (not “you’re”) comments below. I’d love to hear from you. Thanks!

Categories : Copywriting, E-mail marketing

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E-mail Subject Line Personalization: Spam or Not?

Posted by: Debra Jason | Comments (0)

Tuesday, August 9th, 2011

“Emails that are not personalized with a consumer’s name in the subject line generate a 3% click rate, equal to that of personalized emails, according to a study released by email service provider MailerMailer on July 19″ and reported in DM News.
The study also revealed that “Non-personalized emails outperformed messages with personalized subject lines with an open rate of 11% compared to the latter’s 4%.”

Raj Khera, CEO of MailerMailer, said “If you just personalize the subject line, that’s a tactic some spammers are using to get you to open the message. So if that’s all you do, you may not get that extra bump in readership.”

So, after reading the stats in this article, I posted a question to my colleagues on Facebook and LinkedIn. The question was “When you receive an email with your name in the subject line, do you think “spam” and delete it? Or, do you welcome the personalized message and open it?”

Thanks to everyone who responded. Here’s a sampling of the varied replies I received:

Miller Finch from Miller Finch Media in Georgia – “Naming me in an email is creepy more than a good thing.”

Margie Hanson of Communicating Today’s Way in California – “I am not surprised [by the stats]. When I see my name (I believe that is what thrust mean by personalization) I think solicitation, spam, junk! Just my reaction.”

Martina Iring, Internet marketing consultant in Vancouver, BC - “Those are some interesting stats! I personally don’t get affected by the personalization. I know that it’s automation, so I don’t feel that there is a personal connection there. If anything I find it a bit silly for that reason. ”

“For me, it’s the subject line that is the deciding factor in looking at the email. If it grabs my attention and is of interest to me, I’ll check out the email. I use Outlook, so I also have the preview pane going. If I like what I see in there, I’ll keep on going (or click). ”

Ray Grau, Marketing Director in Denver, CO – “In the subject line…. Don’t feel like there is a personal connection, leaning toward DELETE. The body of the e-mail yes but knowing that it is just a Dear [%First_Nam%], tag on the other side makes me wonder…. is it really personal?”

Arjen Wiersma, VP Sales getBIZZI in S. Africa – “As people receive a lot of email it will not help much. I let my subject start with a word indicating what I want from you like: Subject: Help …… or Information …..or Question…. or Action ….. or Approval required etc. That makes it much easier to decide which email to open directly, which to archive for later or just to delete in any case.”

Yasser Khodier, Internet marketer in Egypt – “Good question Debra. For me I consider spam, why! cause I don’t remember any email come from someone I know starting with my name in the subject.”

Cliff Chapman with TravelJunkies in the United Kingdom – “Interesting question Debra. If it’s from a friend I read it regardless. If it’s from a business or contact I recognise, and I get a lot of these, I’ll usually scan it whether my name is in the subject line or not If my name is in it and I don’t recognise the sender – SPAM. I like Arjen’s idea, must start using that.”

Walter Daniels with the FBN Group in Indiana – “I tend to go more by the sender, than the subject line. Spammers are usually pretty obvious, so far. ”

Isabelle Fredborg, responsible business consultant in London – “I don’t put my friends’ names in the subject line. Personally, I don’t think I delete an email based just on that, unless it’s obviously a spammer. Sometimes if I subscribe to a list and the person either 1) sends way to many emails or 2) don’t get in touch, then start emailing lots I’ll get annoyed and unsubscribe + delete – but that’s natural email management So, if there’s someone I want info from, I’m definitely more accepting to personalization of emails. Depending on where you come from, people will approach emailing differently. ”

Malati Khadka, copywriter in Nepal - “If the sender’s name sounds familiar, I’d definitely read it. Also, if the subject is of my interest but sender’s unfamiliar, I’ll check it out at my own time.”

Justin Lee, real estate investor in San Diego – Appearance of my name in the email doesn’t scream “spam” to me. I open the email based purely on the subject line, and to a certain degree, the author. (For example, if I get an email from Delta Airlines and I know I’m not traveling anywhere in the next 6 months, I won’t open it). I open emails based on the quality/interest of the subject line. My name appearing (or not) doesn’t affect my decision to open.”

James Ball, Internet entrepreneur in Los Angeles – “I don’t mind seeing my name in the subject line.”

You can see that some folks make their decisions based on the sender first and some let the subject line do the work of catching their attention.

Personally, while I do receive quite a bit of “spam,” not many of them have my name in the subject line. Sometimes, when emailing a friend or client (folks I have close relationships with) I use MY name in the subject line. This catches their attention (especially when they see that they know the sender) and does encourage a prompt reply.

So, what are your thoughts on the subject? Please share your comments below. I’d love to hear from you.

Categories : Copywriting, E-mail marketing, Lead generation, Web marketing

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Copywriting Tip: Make Emotion Part of Your Promotion

Posted by: Guest Blogger | Comments (0)

Monday, July 11th, 2011

A few years back, Ethan Boldt, editor of Inside Direct Mail at the time (now Chief Content Officer at DirectMarketingIQ), interviewed me & wrote an article entitled, “How to Make Emotion Part of Your Mailer.” This topic came up in a recent discussion so I thought it was worth sharing Ethan’s piece with you here. I think you’ll find these copywriting pointers beneficial when creating your next marketing promotion.
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In an attempt to boost response, direct mailers often employ “bells and whistles” in their packages. The more common bells and whistles include freemiums such as stickers and note pads, as well as involvement devices like pURLs (personalized URLs) and Post-it notes. Perhaps the most important bell and whistle of all, however, is not physical in nature (or in the mailing). It’s emotion.

“The one bell and whistle I think is very important is emotion. If you ‘push the right buttons,’ you get your customers/prospects involved emotionally and that [can get] responses,” says Debra Jason, copywriter and owner of The Write Direction in Hanalei, Hawaii. Accordingly, here are three reasons why she says you may consider making emotion a bigger part of your package.

#1: Relate to the Prospect

Back in the late 1980s, Jason studied with well-regarded copywriter Milt Pierce, who instilled the idea in her that each package had to have an emotional component to be effective.

“I wrote a self-promotion letter which was okay (i.e., had the ‘right’ direct mail techniques), but when I rewrote it, it had more emotional appeal (i.e., had content others could relate to in their lives),” relates Jason, who gives the example of credit card companies offering zero percent interest APR. Rather than simply listing features, these companies could capture the audience’s attention by telling prospects how zero percent interest can be good for them.

#2: Do Your Homework

Jason’s mentor was the late Gene Schwartz, who taught her that the best thing to do was your ‘homework’—including researching the audience, the product, the likes/dislikes and public awareness.

“Knowing that helps you unleash those things that, again, push their buttons,” says Jason. For example, in an acquisition package for a cancer nonprofit, discuss how this disease intersects all of our lives rather than simply stating cancer statistics and the benefits of joining the nonprofit.

#3: Give the Prospect a Solution

According to Jason, more and more direct mail professionals are beginning to reiterate the value of emotion.

Prior to beginning a project, she always asks her clients about what things (i.e., problems, issues, concerns) their audience has that can be addressed in the mailing.

“Then, when writing the piece, we can raise their interest with emotion, but keep them involved by also letting them know that we have the solution,” explains Jason. In a subscriber package for a political magazine, for example, hot political issues can get the prospect’s attention in a hurry, but then it’s important to follow up with the idea that this magazine can help make sense of these issues.

What are you doing with your promotions? Are you raising eyebrows, pushing buttons, catching your audience’s attention and getting a response? Please share your comments here. I’d love to hear from you.

Categories : Copywriting, Direct marketing, E-mail marketing, Lead generation, Marketing, Web marketing

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E-mail or Facebook? How do you start your day?

Posted by: Debra Jason | Comments (0)

Monday, June 20th, 2011

I asked this question on LinkedIn, Facebook and Twitter:
“When you start your day to you get up, turn on your computer & then check your e-mail or your social networks first? And, which social network do you check first – Facebook, LinkedIn or Twitter?”

I received many interesting replies and voila!, the idea for a blog post was unearthed.

80% of the people who responded said they check their e-mail first. Several of those folks mentioned how, when they check their inbox, they also receive Facebook, LinkedIn & Twitter notifications in there so they have an idea of what’s happening in their social networks. However, they respond to e-mails first and return to social networks later.

Facebook came in second place with 33% of respondents saying that’s the first place they go after booting up their computers in the morning. Twitter and LinkedIn seemed to fall in 3rd and 4th places. And, a few mentioned that they simply go to Hootsuite to check all their networks in one spot. I’m a fan of Hootsuite. It certainly makes it easy to see who is mentioning you, schedule your posts and keep track of more than one network at a time.

Next, I got a kick out of some of the people who commented that they wake up and grab their smartphone or have it always at arm’s reach. Does that mean they’re sleeping with them at their bedside? How do their partners feel about that? LOL.

I’m one of those who checks my e-mail first each day. However, it’s not the first thing I do when I start my day. Unless I’m expecting a call from a client in another time zone, I take time to “smell the roses” – no, not drink coffee! On a good day, I’ll meditate, do a little yoga and write in my journal. And, I was pleased to see that several people also stressed the importance of making sure we’re not so glued to our computers that we work non-stop.

California-based Jim Teresinki wrote “I also try to get a bit of meditation in, if only a few moments to center myself, breathe and relax/release my body energy.”

Retired periodontist, David H. Dinner wrote, “I hope you are all brushing your teeth before getting into all this action. . . I try to remember to take breaks and have some fun throughout each day.”

Colleague Chuck Lasker of Social Kauai reiterated David’s comment with “Breaks are really important for creativity and productivity. It’s tempting to work nonstop…But there are diminishing returns and I have to just break off and relax.”

And, Marta F. in NYC made me laugh with her mantra, “I wake up each day and repeat I am not a robot, I am not a robot…”

So, what do you do when you start your day? Are you taking time to “smell the roses? Or, are you off to the races checking e-mail or your social networks? What do you do first? Please share your comments below. I’d love to hear from you.

Categories : E-mail marketing, Facebook, LinkedIn, Social media, social media marketing

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Copywriting Tips: KISS Your Prospects and Customers

Posted by: Debra Jason | Comments (10)

Monday, May 30th, 2011

Want to know how to write compelling copy that’s easy for your prospects and customers to read?

KISS them! While some people equate this acronym with “Keep it simple stupid,” I prefer to use “KEEP IT SIMPLE SWEETHEART!”

Clarity is extremely important in writing marketing content – be it a brochure, blog, direct mail piece or Web site. You want to create a conversation between you and your audience, but how to you do that when you’re not face-to-face?

The difference between conversation and writing is that during a conversation we give the other person time to understand what we’ve said. We pause between sentences, repeat ourselves and space our ideas apart.

The secret of writing is to leave space – create these pauses. In The Art of Plain Talk by Rudolf Flesch, he outlined these 7 helpful steps:

1. Use short, simple sentences to start out with – average sentence length in words:

8 words or less is considered very easy
11 words – easy
14 words – fairly easy
17 ” – standard (AVERAGE READER)
21 ” – fairly difficult
25 ” – difficult
29+ ” – very difficult

As Herschell Gordon Lewis said in The Art of Writing Copy, “Clarity has to come first, no matter what you’re writing or to whom.”

2. Two short sentences are easier to read than one long one. In direct marketing the rules of grammar may not always apply. (i.e. Sometimes one word sentences. Break long sentences into shorter ones.)

Keep Herschell Gordon Lewis’ advice to copywriters in mind, “Copywriters are communicators, not grammarians. What matters isn’t your knowledge of which tense is which; it’s your knowledge of how to transform the lead of drab fact into the gold of lustrous attraction.”

2a. One piece of advice I often give when reviewing content, is to use bullet points. When there’s a lengthy paragraph, rather than make your audience plow through that, break it up into easy to read bullet points. Make the content inviting to the readers eyes!

3. BE PERSONAL. USE “YOU.” You’re writing to a reader – one that’s a current customer or prospect – so talk to that reader. Avoid mentioning “the client” or “the customer.” Let your prospect know you’re talking directly to him or her, one-on-one. Use the word “you.”

The readers come first – start writing to people (not at them). Incorporate a friendly, conversational tone as if your reader were sitting right there – across the table from you.

In his book, Direct mail copy that sells!, Herschell Gordon Lewis explained, “When you write a letter that says, ‘Only you. . .’, you’ve told the recipient that to you he isn’t a unit, an anonymous number in a computer, a faceless organism with a zip code. . . You also project an attitude of friendliness.”

4. Whenever possible, talk about people – tests show that we enjoy, and are better readers when, reading about other people more than about anything else. Sentences can be written so that the logical subject is a person. Use personal pronouns (theirs, yours, you) or human interest words (woman, man, child, boy).

5. Use active verb forms that have life in them (i.e. dance, sing, add, run, etc.). These words make your sentences ‘move.’ Here are some examples from author Patricia Williams (Creating and Producing the Perfect Newsletter):

Passive: The lobby was the site of a rally led by Tiger boosters Tuesday.
Active: Tiger boosters led a rally in the lobby Tuesday.

Passive: The basement was flooded with water.
Active: Water flooded the basement.

6. Punctuation makes reading easier – it gets pauses down on paper and stresses important points. Use hyphens, dashes, and ellipses to achieve this effect.

7. “Give the reader helpful advice, or service,” said ad man David Ogilvy. “It hooks about 75% more readers than copy which deals entirely with the product.”

So, are you KISSing your readers? Have any tips you find helpful in keeping it simple sweetheart? Please share your comments below. I’d love to hear from you.

Categories : Copywriting, Direct marketing, E-mail marketing, Marketing, Newsletters, Web marketing

Comments (10)

Archive for E-mail marketing

Oops, Part 2 – Is there typo in your e-mail?

E-mail Subject Line Personalization: Spam or Not?

Copywriting Tip: Make Emotion Part of Your Promotion

Copywriting Tips: KISS Your Prospects and Customers

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