There’s an Anglo-centric myth that Julius Caesar brought an army to the south coast of what was to become England in 55 BCE, and his report to the senate consisted of three words: veni, vidi, vici — in approximate English: I came, I saw, I conquered.
We are all willing to sacrifice accuracy for brevity in a report, but this was extreme.
He came, he saw, then cleared off. But what a catchphrase!
We could all use one as impactful in an email marketing campaign.
Are Catch Phrases Worth It?
Here’s a little test. Please complete: There are some things money can’t buy. For everything else there’s . . . . .
For every “It does exactly what it says on the tin,” still well-known after so many years, there are creations that failed on publication. For every “The best 4×4 by far,” there are dozens that lie forgotten.
What can you do to ensure the phrase you invent to make your email marketing campaign memorable doesn’t make you a laughing stock?
Key Considerations for Your Slogan
There are hard rules, but here are some practical guidelines:
- Target your audience. As always in email marketing, know who you're speaking to.
- Answer the why. Ask why they should want your offer, and answer it.
- Highlight your brand purpose. What's your hook: value, quality, speed or response? Whatever it is, make it clear.
- Target emotions. Emotion drives action. Make it resonate.
- Test it thoroughly. Essential.
Testing Is Crucial
While we might think of slogans like Just do it, consider Reebok’s poster: “Cheat on your girlfriend but not your workout” (yes, really). It shows the importance of testing across demographics.
If all those making the decision on the slogan are from the same group, try it on another. And then another. If you’re aiming to be sexy, edgy, or using a double entendre, proceed with caution.
At least an email marketing campaign slogan won’t be plastered on the wall of a gym — but it could live in inboxes for months. Make it count.
