It seems bizarre. You could imagine something like this on a targeted email marketing campaign, but the advert went out to everyone on social media.
Beans on the Bix was retweeted 37,000 times, quoted over 68,000 times and received 131,000 likes. You will now appreciate why brand awareness increased by 40%, and, rather weirdly, there was a 15% increase in sales in the run-up to Valentine’s weekend. Unfortunately, I have no explanation for this last figure. It was a very clever way of hitting particular targets for a low budget. You’ve got to hand it to the marketing team.
Their head of marketing followed this success with an article in which he gave his opinion on what were the important subjects for a marketing team. Given the success of the campaign perhaps we should listen. He highlighted persistence and consistence, and these targets are well worth remembering when designing an email marketing campaign.
If you are selling an item that will radically alter customers’ lives, and for the better, don’t just mention it in the title. Say it again, and again. It can be useful to change the wording so as not to appear to just be repeating the same words. It’s subliminal marketing.
Consistency is an aspect of persistence. In other words, no matter what these other words are, make sure you are hitting them with the same facts all the time. The actual phrase used was ‘obsessing over detail’. Your subscriber must know exactly what you mean. Leave no doubt.
Overall, the chap said nothing new. Some of the factors mentioned later on, such as simplify, simplify, simplify, have been emphasised by many email marketing commentators, and with good reason. A more accurate way of saying this is to ensure every image and every word is essential, and if you can’t justify its presence, it goes.
He also stated diagnosis goes before strategy which goes before tactics. As I said, nothing new but that makes his comments reassuring. This shows email marketing, at least for SMEs, is straightforward. Get the basics right, although it’s best to avoid putting baked beans on your breakfast cereal.
