You have free email marketing templates on tap; a selection of designs you can, and indeed should, modify to ensure your campaign is targeted as precisely as possible. With our data, that’s very targeted.
These templates look so good, and are so easy to perfect, there is the temptation to use them for other channels: Facebook, Twitter and all the others, each with their own demographic of users. Therein lies a warning.
Every email marketing campaign provides us with an increase in data on our subscribers, and it is as important to us as completions. Use this information to modify each channel you use. Your subscribers will probably react differently to a particular design depending on where they find it and what their expectations are. You should know which is the one you need.
A salesperson will normally change their vocabulary to something the customer finds acceptable and they can relate to. This is far from mere mimicry. If the customer expects us to be a little more knowledgeable about the product, the salesperson will demonstrate subtle expertise.
Language and presentation will vary according to where the conversation (sales pitch) is taking place. Someone selling a car will have patter for when the prospective purchaser is viewing the car in the showroom where looks are focused on. Later, during the test drive, there will be the ‘Doesn’t it go round the corners well/the children will enjoy the room in the two rows behind,’ depending on circumstances. When it comes to the pricing chat, the landing page from the marketing email for us, there will be a reassuring tone.
In a face-to-face situation, mirroring, that is taking up the same pose as the other person, is known to be a way of demonstrating you are empathetic and understand their problems. We do this by saying ‘we’ and ‘our’ frequently. It’s almost universal in Western countries, which suggests there must be considerable benefit from it. Your tone and vocabulary will need to be changed depending on the channel used.
The difference between the different tones are subtle. It is also vital. It’s an example of pristine targeting. The client is the same all the time, the only difference being at what stage of the process they are at. It’s all down to expectation. It’s a procedure we would do well to follow.
Your choice of which design to go for in your various campaigns should be made in the understanding of where the person will read it. Most people approach email differently to social media. They have a different mindset. A design that is just right for a marketing email might well not be optimum for social media. The tone, colouring, emphasis and other aspects might need altering to an extent.
There should be some commonality between your presentations on all media, but don’t overdo it. The logo or headline might be enough. Other aspects should be targeted. Decide on them, perhaps using the range of free marketing templates as guidance. It’ll cost you just a little time.
