Entries by Michael L. (5)
Innovative Uses of SMS: SMS for Lunch Campaign
Thanks to Michael Leuthner, Care2's senior advocacy manager, for highlighting this unique fundraising campaign!
The Cannes Lions International Advertising Festival was held this past June. Winners at the event are given a Gold, Silver or Bronze Lion. This year, a Bronze winner in the category for direct marketing was a campaign called "SMS for Lunch," run by an organization named Meir Panim Soup Kitchen.
Michael L.
in Online Fundraising, Guest Blogs, Mobile
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Just a Few Comments on Email Readability from Michael Leuthner
Thanks to Michael Leuthner, Care2's senior advocacy manager, for doing this outstanding post on email readability!
Everyone will agree that in places where there is a lot of text to read it is important to make the experience as comfortable as possible. Just such a place is a webpage or email newsletter. Two important aspects affecting readability are line spacing and contrast.
Michael L.
in Email Marketing, Guest Blogs
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New Trend Emerging in Deceptive List Growth?
Several weeks ago I noticed the first of what might be a growing trend of adding email address to a mailing list without allowing the user to choose whether to opt-in or opt-out of the list.
The first instance of this I noticed was a flash-based online petition being run by a presidential candidate's campaign in a popular site's BlogAds. I had never noticed a "signable" petition in the BlogAds, and signed it to satisfy my curiosity for how it worked. I presumed that after entering my email address and pressing submit I would be taken to a page to complete a form with my name and be given an opt-in/opt-out for the candidates email list. Surprisingly, that did not happen, and I was just thanked for signing the petition right there in the ad. Not surprisingly, I began receiving emails from this candidate.
Michael L.
in Email Marketing, Guest Blogs
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Insight Into Persuasive Messaging
There is a fascinating article titled The Psychology of Persuasive Messaging" (subscription req) in this month's issue of Campaigns & Elections written by Jim Kitchens that is worth checking out. (But reading the rest of this will give you the gist.)
According to Kitchens there are “Four Pillars of the American Psyche” that must be understood and used to effectively appeal to an audience. Because the article is in a professional rag geared to pols the target audience is of course voters, but his tactics could similarly be used by any advocacy group.
These pillars, or attitudinal anchors, consist of four psychological states: fear, narcissism, consumerism and religiosity.
First Rule of the Frog: Always Send a Welcome Message.
Whether someone opts in to your newsletter list from your homepage or meanders into your newsletter list from some other source, the next step is to send a welcome message. Always. The reader is new to your list and it will certainly be the first impression of your e-mail program. It may also be the first impression a person has of your organization. Yet many organizations from large to small treat the welcome message as an afterthought, or even worse, as merely a technical requirement.
A welcome message should be inviting, support your brand, and provide your readers with tasteful information that leaves a lasting impression. Always. And here are a couple other recommendations to ensure your welcome message is doing everything it can for your organization, and the reader:
- Reiteration of reader information: If your site requires login information like a username and password, include these in the email in a prominent spot. Be sure to limit copy to just the information the readers need. (No reason to give your reader their address, as they probably already know it.)
- Point readers back to your website: Definitely provide a link, but also provide a reason. Mention a free service you offer or another campaign to learn about. Talk about your content, or your archives. Or tell them about another action you're running.
- Keep housekeeping information highlighted: Basic information, like how to unsubscribe, who and where to contact someone, and how to update their information is really the housekeeping stuff, which should be highlighted and easily found in a consistent place throughout your newsletters. This way readers can use this section as reference should they ever need it.
- Make it personal: Remember, this is marketing relationship. I hate to call it that, but your list is a resource to sell your brand, your actions, and your organization. And as with all marketing ploys, at the end of the day, people buy from people, not companies. So personalize the message by using the reader's first name. And personalize the sender by making it from a person, not just from the organization. You can also go even further by providing the reader a way to contact you.
Properly planned and executed, your welcome messages can serve as not only a reference point to your readers, but also a marketing tool. So give these tips a try -- and if you have other tips or techniques you use, I'd love to hear about them. Sound off in the comments below!
Michael L.
in Email Marketing
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