Frankly, I’m overwhelmed by all the options available for Internet/interactive/electronic/social media marketing. That’s why it’s refreshing to see something simple that works.
About a week ago I got an email from my favorite record store. Inside, there was just four lines of text. No images. No flash. No links. No HTML wizardry. No articles on topics of interest.
But those four brief lines of copy spoke to the mutant inside of me. And drove me (and other mutants) to the store.
See how and why this worked:
Related posts:
It’s always refreshing to read marketing copy that’s ‘to the point’, and as an email marketing message, I thought this one was great: a friendly, unpressurised reminder with a strong call to action (hurry down for the best selection). There’s a lot to be learned from following this approach, and I bet Stereo Jack profited from it too.
Indeed, the tactic works. It takes just minutes to get the email out. Jack can usually count on a rush of regulars in the next 48 hours.
Here’s the underlying fear that the email exploits: Record collectors HATE seeing a desired item in the clutches of another collector who arrived just minutes earlier. You want to be the guy with the record and the “eat-your-heart-out” grin.
can you explain why you need to use video for your posts? talk about overcomplicating things… your topics “don’t make for good tv,” as the saying goes. e.g., do we really need to WATCH you read an email to us? Like that simple, straightforward record store message, which you appreciated so much, your advice would be more effectively communicated with a concise, direct blog post here. Or maybe it’s just ’cause you can’t write well (“there WAS just four lines of text”?!?!?)
Dear Fermata,
Nope, I’m afraid I can’t explain it at all. Thank you for catching my grammatical error.
Fermata – I skipped over 5 posts on MPDailyFix of “direct blog posts” so I could watch this simple video.
I think the key to success here is knowing the “mutant” audience. That same kind of message could be seen as cheap spam my any other group of people.
Also, the ability to quickly send out the email without conferring with designers, coders, etc. contains mountains of hidden value.
This is simple because the store seems to serve a niche market. For larger companies with multiple products and audiences with multiple interests, the messages need to hit home. That’s where it gets more complex as you need to ensure that you’re using proper segmentation so you can send an email like the one Jack’s did and have it be relevant for the subscriber. PS – I like the video concept (except that you should blend it a slide so I could actually see the email on a computer).
Gute Arbeit hier! Gute Inhalte.