Generally I reply to advertising campaigns simply to see how they’re put collectively. Maybe there’s one thing within the topic line that makes me sit up and take discover. Maybe it’s an uncommon provide.
However no matter it’s, it builds sufficient curiosity to get me to click on during.
Lately, a marketing campaign by Easypurl obtained me clicking, and I wished to judge why. So I went again and reviewed your entire marketing campaign, from the primary contact to the final. What I discovered was a superb reminder for all of us: how one mistake can undermine an in any other case excellent marketing campaign.
So right here it’s: the nice, the unhealthy, and the teachings realized.
Contact 1: The E mail
The marketing campaign begins within the prospect’s inbox with this e-mail.
As first touches go, this can be a win.
The topic line is sweet. It’s descriptive and consists of the key phrase, PURLs (customized URLs). It additionally guarantees more practical advertising, which may seize the eye of people that don’t have PURLs on their radar now.
The format can be good. It’s colourful, simple to grasp at a look, and has an excellent headline. Any time you possibly can put particular numbers in your headline — particularly in the event that they’re as spectacular as 375% — do it. My solely caveat is that 375 appears like it might have been rounded. A quantity is extra plausible if it’s exact, like 374% or 377%.
All this — the topic line, headline and format — are sufficient to make this e-mail work. Nevertheless it’s the decision to motion that particularly caught my consideration.
This e-mail doesn’t simply discuss PURLs. It makes use of one. Discover the hyperlink: it has my identify in it.
As a marketer, I do know this URL doesn’t magically make the e-book extra related to me. And to be trustworthy, I in all probability would have deleted this e-mail if I hadn’t seen my identify in it. However that PURL was so efficient at making me have a look at the e-mail, I wished to see what else Easypurl does proper.
I clicked on the hyperlink and landed right here…
Contact 2: The Touchdown Web page
The very first thing you’ll discover is that this touchdown web page has the identical feel and look as the e-mail. This tells me no doubt that I’m in the best place: The colours and design are the identical, and the headline echoes the one which initially caught my eye.
Clear directions inform me what to do subsequent, so there’s no battle to grasp the web page: Fill the shape under to obtain your free e-book.
Discover that “free” is underlined in these directions. Easypurl makes it clear that there’s no obligation. That builds my confidence and removes a barrier to my response.
I additionally just like the structure of this web page. The image of the e-book helps me know what to anticipate. The customized word particulars what I’ll get within the e-book. Better of all, the shape is already crammed out for me.
Simple. All I’ve to do is click on “Obtain Now.”
Discover additionally that the call-to-action is an accent shade within the model. Blue tends to recede, however because the banner is orange, an orange button may get missed. The blue stands out and is simple to search out.
Contact 3: The Verification Web page
My desire is to have the ability to obtain the e-book instantly. So I’m somewhat disenchanted that I’ve to attend for an e-mail. Nonetheless, this web page does the job.
As soon as once more, the appear and feel of this marketing campaign is carried by. I see the image of the e-book, so I’m assured I’m going to get the data I search.
The thank-you message is evident and applicable. I do know to observe my e-mail for the obtain hyperlink.
Contact 4: The ultimate e-mail
Whereas the colours are stripped down on this e-mail, the general impression resembles the unique marketing campaign. Because of this, it’s simple to establish this e-mail in my inbox and full the transaction.
The topic line does a superb job of letting me know that that is the e-mail I’m anticipating. Specifically, I like how they name it “your PURL e-book.” This alerts possession and creates a unconscious want to gather what’s mine. So I’m predisposed to click on “Obtain.”
As I discussed above, my inbox is full, so I’d relatively have the choice to obtain the e-book from the verification web page, with this e-mail as a follow-up, however this oversight isn’t a deal-breaker.
I clicked the obtain button and right here’s what I obtained…
Contact 5: The e-book
Right here’s the place the marketing campaign fell aside for me.
This isn’t an e-book.
Possibly that’s simply semantics, however for those who’re going to name it an e-book, I wish to see a canopy web page, a desk of contents, and a few in-depth info. I’d additionally prefer to see greater than eight pages.
Moreover, this doesn’t seem like the image within the e-mail and touchdown pages. I really feel disappointment, not satisfaction. After a stellar advertising marketing campaign, this e-book was a let-down.
My response? I glanced by the e-book and instantly forgot it. I wasn’t impressed. And I wasn’t inclined to contact Easypurl. Sadly, by under-delivering on the e-book, Easypurl misplaced me as a prospect.
Contact 6: The follow-up cellphone name
A couple of days after the obtain, I acquired a cellphone name from Joe, an account govt at Easypurl. This was a contact I didn’t count on, and it positively improved my notion of this marketing campaign.
Joe requested me what I considered the e-book, so I advised him. He was gracious sufficient to thank me for my analysis, then arrange a cellphone name the place he may fill within the gaps left by the e-book.
Good job, Joe.
Classes realized
In multi-channel, multi-touch campaigns, it’s simple to let one or two of the items fall by the cracks. It takes loads of planning and oversight to get each element proper.
On this marketing campaign, the one actual fail is the e-book. Approaching the heels of such an excellent e-mail and touchdown web page, although, the e-book ought to have been a lot greater high quality. Right here’s what I’d advocate to repair it:
- The e-book ought to have a canopy that has the same look as the e-mail and touchdown web page. It doesn’t should be precise, however the identical shade scheme and magnificence can be good.
- The picture within the e-mail and touchdown web page ought to present the precise cowl of the e-book.
- Both the e-book must be referred to as an “info information” or “particular report,” or it must be beefed up and formatted as an e-book.
Total, I give this marketing campaign excessive marks. It was effectively deliberate, with excessive consideration to element. Specifically, I like:
- The primary name to motion was a PURL, my identify within the hyperlink. That’s distinctive sufficient to get me clicking. And as you already know, as soon as folks begin clicking, they’re inclined to maintain clicking.
- There was a constant shade and design scheme by many of the marketing campaign. That made it simple for me to acknowledge all of the completely different touches as a part of an even bigger message.
- Each bit of the marketing campaign was clear and simple to navigate. I at all times knew what was taking place, what I wanted to do, and what to anticipate.
- The ultimate piece was an unscripted human connection. Joe didn’t simply learn a advertising message when he talked to me. He engaged me in an actual dialog, which gave him way more details about my wants than he would have gathered in any other case.
One factor I’d have favored to have seen: This marketing campaign is about PURLs. The ultimate e-mail ought to have used a PURL to remain in keeping with the primary e-mail.
How you are able to do it
Getting all of the items proper in a multi-touch marketing campaign generally is a problem. The truth that Easypurl misplaced me with a low-quality e-book doesn’t imply they didn’t do a superb job.
It does make you notice how necessary it’s to get the main points proper.
So how do you guarantee you are able to do that? Deal with these 4 issues and also you’ll have a superb head-start:
- Construction your marketing campaign from a excessive stage first, designing the circulation and total message first. As soon as you possibly can see the large image, you possibly can drill right down to the main points.
- Create a design that may apply to each piece within the marketing campaign. Then keep it up. By branding your entire marketing campaign, you assist folks see at a look how all the things matches collectively. (As a bonus, it tends to generate greater belief too.)
- Present clear directions that inform folks easy methods to reply and what to anticipate at each stage of the marketing campaign.
- Ensure you ship in your guarantees.
What would you add? Do you discover it tough to maintain all of the items collectively in massive campaigns? What ideas would you provide?