B2B Web Strategy Blog – eMagine

What old-fashioned direct mail can teach email (and your B2B)

November 2nd, 2009 Posted by: Bill Gadless

File this one under “Everything old is new again.”  Several observers have noted that numerous utility algorithms have been unnecessarily re-invented for the online world …mainly because that new world’s primarily youthful practitioners weren’t aware that these problems had already been well solved in the pre-Web “old world” of computing.

Which may explain why so few of today’s online marketers realize that there are important lessons for email marketing to be gleaned from the ancient (in their eyes) practice of direct-mail marketing.  Fortunately, Karen Gedney has posted a thoughtful reminder / “how-to” for us over at ClickZ.  Some of her suggestions:

• Use a “Johnson Box” – a mini-billboard of copy placed above your main copy, that calls out the most compelling message and call to action.  Even if readers see nothing else, they still get your whole message.
• Short sentences, short paragraphs – Long blocks of text are tedious and invite the “Delete” key.  Break it up by using 1- or 2-line sentences and one- to 4-line paragraphs.  (Karen in fact provides a very specific, time-tested recipe of alternating short and long paragraphs, whose legendary response generation makes it worth a read and a try.)
• Underlines, boldface type and italics – Yes, it can look hokey, but it improves scan-ability;  and that can make all the difference for a busy reader.
• Use a sidebar – Try making it a mini-ad, with a headline, photo with compelling caption, and an oversize button below it.  You’ll find it’s the most-read part of your email.
• Add a “P.S.” – and be sure it includes a link;  you should see a significant uptick in response from your P.S. links.

Concluding, Karen suggests:  “The great thing about direct mail – vs. regular advertising – is that it’s always been tested and measured.  Techniques that have stood the test of time are likely to work.  Translate them to your online campaigns, and you should see your response rates go way up.”

Entry Filed under: B2B Web Strategy,email