Conrad Winter Copywriter

Let me begin by saying print ads used to be the industry standard—“Going to advertise? Great, let’s run a print ad!” But it occurred to me the other day while I was explaining my creative approach to a client, that emails have become the new print ad.

Don’t get me wrong, I love coming up with concepts and campaigns for print, but I’ve found that email marketing offers just as much opportunity for brazen creativity as print, while providing a whole bunch of advantages that print couldn’t touch with a 10-foot QRC code.

It’s time to give email marketing its due.

I have to ask, are you putting the creative firepower behind your email marketing that you should be? I know there are a lot of sexy social options dominating your attention these days, and I know video is red hot this year, but maybe it’s time you started seeing email as your new print ad, too:

• Email is 40-times more effective at acquiring new customers than Facebook and Twitter combined, according to McKinsey & Company.
• Businesses sending over 100,000 emails per month enjoy a 94% return on investment while those sending under 100,000 per month see a 139% return, according to MarketingSherpa.

More than a mainstay, email deserves the main stage.

Whether your purpose is lead generation, nurturing, announcing or informing—email offers advertisers priceless advantages, starting with incomparable targeting and ending with the benefits of being able to add links and interactive features. The best part is you turn a call-to-action into an action in email.

The smart companies put their money on email marketing.

Today’s creative standards in this medium are high, and it’s not just the big brands that are doing what it takes to stand out. Clients are spending a lot of money on production for original (un-stock) photography and illustrations. They’re incorporating video links. And they’re using animated gifs—some of the coolest things I’ve seen lately. It’s a testament to the fact that clients value the medium—and more importantly, they value the people on their mailing list.

Email vs. print from a creative perspective.

I use the same approach to come up with great concepts for emails that I use for print ads and the goal is always the same: to look for a great idea based on a simple, single-minded truth. The big difference is that in addition to the concept, headline, text and tagline, there are certain details with email that require careful consideration, and often creativity.

Email details worth paying attention to.

The best email marketing out there treats every element of the email with care and importance, realizing its function as well as its role in the overall impression it’s making in the context of your brand. Important email details include the subject line, preheader text, alt line, links, CTA (Call-to-Action) and from-line.

Make the most of your emails.

Your emails give you the ability to directly address prospects that you can be pretty darn certain are considering doing business with you or have done business with you in the recent past. Not only is that cool—that’s an opportunity you always want to capitalize on by doing interesting, creative work.

Ready for a new approach to your email marketing?

Contact me to talk your upcoming lead generation email, nurturing campaign or promotional blast.

The best email marketing out there treats every element of the email with care and importance, realizing its function as well as its role in the overall impression it’s making in the context of your brand. Below you’ll find a little pre-blast checklist of some things to consider before you launch your next lead generation email, nurturing campaign or promotional eblast.

From-line. Simple, right? You just put in your company name. Well, It’s not always that easy. First and foremost, it has to be clear who the email is from, so beware of abbreviations or from-lines that leave off an important part like what division of the company or product line you represent. Yes, it’s important to make it short and tidy, but make sure it’s clear so you don’t have to use the precious characters of your subject line to explain who you are. That way you can use your subject line to give recipients an irresistible reason to open your email. Also, as a branding note: keep your from-line consistent from email to email. You don’t want to be treated (deleted) as a stranger. Besides, it helps recipients who want to search for your email later on;)

Subject line: There has been lots said about how to write a compelling subject line and how many words it should be and just how much information you should impart. Let’s just say this: it should be honest, in that it doesn’t make people feel as though you tricked them to open it. If you have a great offer, give it up. If you have a compelling benefit, highlight it. Put the meat up front because a long subject line can get cut off depending on how people are viewing it; mobile is especially brutal. And avoid those salesy, spammy words and techniques, too.

Preheader text: If you use Gmail or Outlook you’ll notice the emails in your inbox have text following the subject line. This is preheader text, an additional opportunity to entice readers to open. When a recipient opens your email on their desktop, the preheader text shows up by default at the top of your email. Use it to deliver a perfect distillation of your offer or message. That way, even if they decide not to read your email, you’ll still have the chance to make your pitch.

Alt text: Most email programs don’t automatically download the images of your email. So what you get is an ugly empty box. You have to click the “download images” button to actually see the email in all its glory. It is the bane of every designer’s effort, but it doesn’t have to be a wasted opportunity. You still have the chance to insert a written message. Use it.

CTA: I.e., the call-to-action. Make it clear, make it distinctive, make it easy to find—but no matter what you do, make sure you get people to click and do something. Because that right there is the beautiful advantage to the print ad of today.

The most important email detail of all.

Great copy, of course. Remember you’re only a guest in your recipient’s inbox. So be interesting, for heaven’s sake, and they’ll invite you back.

I’m here to help.

Need a hand with that last detail, as well as the other little ones before, after and in-between? Email me, or call me at 917-664-1768.