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John Bair
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Professional Services Marketing: Are E-Blasts Dead?

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Much like any other working professional, I receive hundreds of emails each day.  Weeding through to find the important emails can be a challenge, to say the least.

MarketingProfs posted the first of three articles in a series about professional services marketing.  This particular article focuses largely on email blasts, claiming that many companies still rely on the old “blast a PDF attachment to our list of contacts and hope that a few actually click on it” approach.  Here’s why MarketingProfs say that doesn’t work:

  • It requires double-clicking- one to open the email, and another to open the PDF.
  • If the recipient is viewing the email on a mobile device, the attachment is likely out of view—the recipient would have to scroll to see it.
  • Simply sending out a marketing email with an attachment can go unnoticed in an overcrowded inbox.

(From experience, I’ve found that attachments often trigger spam filters.)

Luckily, there are some changes that can make e-blasts more effective marketing tools, beginning with a campaign-style focus, as opposed to a solitary effort.  Here are some techniques MarketingProfs suggest:

  • Insert multiple URLs into the email.  Point to different pages on your website, specific documents that you’d like the recipients to check out, or other pieces of information relevant to your campaign.
  • Tweet that same information.  Information can be tweeted more than one time so that different audiences see it, and tweets are notoriously easy for others to share.
  • Publish links to the information on LinkedIn.  LinkedIn’s membership has grown significantly within the past couple of years, and many of those new members rank highly in their organizations.
  • Include the information in your company’s blog.  According to the MP article, statistics show that information shared on blogs gets more attention than information shared through company websites or email blasts.

I would add that in addition to sending out e-blasts within the context of a campaign, you also want to focus on the actual information included in your email. Personally, I find myself gravitating towards the ones that come from companies that I know well, and that provide succinct, useful messages.  Here are a couple of examples:

Garretson Group

Garretson regularly sends out e-blasts and I always read them.  Why?  Because I do business with them and because they provide timely, useful, accurate information.

Blog Pic 3

 

Harvard Business Review

Harvard Business Review allows readers to opt in to receiving emails blasts, including their Daily Alert, Daily Stat, and Daily Idea.  These emails very rarely go unread in my inbox because they provide useful information that can be digested in 30 seconds or less.

 Blog Pic 2

 

 

Pennsylvania Association for Justice

The PAJ News Brief is a newsletter that is sent out regularly to PAJ members and business partners.  It contains a handful of leads to relevant articles (with links to the full articles) and news about upcoming PAJ events.  It’s easy to scan, and only includes the most necessary information.

 

Blog Pic 1

 

While e-blasts aren’t dead, the old-school style of designing them is.  Increase your readership by focusing on creating simple, easy-to-scan, useful content and including it as part of an overall marketing campaign.

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Headline Image: © Nevit Dilmen found at Wikimedia commons

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