Him: What did you put in there?
Me: Stuff. Everything. Potato peels, leftovers, 1/2 a sandwich. I dunno.
Him: No wonder. How would you like it if someone stuffed everything down your throat at once?
When developing email campaigns, it’s tempting to use your list to the nth degree (especially if you are paying money for the list). You’ve got a one-shot-WOW window and you want to make the most of it, right?
But how many things can you market in one piece before your recipients’ eyes glaze over or worse, hit delete (even worse–relegate your message to Junk).
What do you want, more than anything, from your email campaign? (Choose one.)
1. A click-thru.
Marketing is a step by step process, a little like chess. We move our prospects from one square to the next. If we expected them to enter the game and get to a check-mate in one move, we’d be asking too much. They may decide it would be less confusing to just not play. But asking for just one move is probably doable.
2. A sale.
Ultimately, of course, this is the desired outcome. But will one message make that sale? Or can we lead the prospect on a sensible journey toward their options? to the website > plant questions > offer insights into additional options.
3. Any action at all.
This would be nice but the goal is undefined. Therefore, its hard to measure–which means it is difficult to know how to structure the piece–which means the message will probably look confused to the recipient–which means the recipient will be confused. You can see where this is going.
There is NO DOUBT you have many great products, options and services to offer. But ask yourself how much you could feasibly understand in one email?
Check the junk in your trunk.
Look in your own junk mail folder and read through a few pleas. Which ones do you think are most effective? What is the senders’ primary call to action? How many products/services are they trying to sell you in the message and how do you feel about it?
It’s a risk to focus on just one thing when your cash/livelihood is on the line. We need our marketing dollars to go as far as they possibly can. But, on the other hand, we don’t want to ask so much of every marketing effort that we diminish the effectiveness of the investment.
Does Coca Cola advertise Coke, Diet Coke, Coke Zero and Sprite in one ad?
In a Nike Air Jordan ad, are you also told about Nike’s yoga gear and watches?
How about Honda? How many different cars are represented in each commercial?
Right. These companies have taken the risk and worked hard at developing their brand with singular focus.
How about you? Have you ever been nervous to market just one product in lieu of the rest?