Why value matters
Latest posts | By Mark Brownlow | 15 Comments | Licence this content
Removing attention barriers is important: it gets you…um…attention, which has its own benefits (like the nudge effect).
But if you want more direct email action, don’t lose sight of the foundation behind most email-related response: the core value you offer.
Do we lose sight of value’s role? Yes.
What you see when you look at your email:
What your readers see:
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Permalink | July 26th, 2011 | 15 Comments »
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15 comments on “Why value matters”
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Like how you have used pictures in a couple of your posts recently to give the message.
Good points made simply. Simple is good.
Have you read The Back of the Napkin?
http://www.thebackofthenapkin.com/
Thanks Tim – it’s an experiment to break up the longer in-depth stuff.
I haven’t read The Back of the Napkin, but right after I finish writing this comment I will order it…
There is some truth in what you are saying here: “Is this worth my time?” is already a better question than “Is this relevant”. But I think they are asking that question at the subjectline and once they open the mail it will be more like: Is this REALLY worth my time?
Jordie – true…I’m oversimplifying.
It’s also worth noting that the other elements of the email do get attention, otherwise what’s the point of them being there.
But I just wanted to illustrate the basic maxim: all the “optimization” stuff is great, but if you want response and loyalty and sharing and all the other things we strive for, then ultimately you also need to deliver core value.
All the gift wrap in the world can’t compensate for a crap present.
Agree about the design issues. Don’t know about “attention barriers” – for me it’s a simple issue of not wasting the most valuable space in an email on content that most people don’t read.
I also like the top of this Web page, where you’ve removed all the navigation.
I am totally loving these illustrations. Thanks Tim for sharing the back of the envelope.. interesting stuff!
Love this. Short and simple with the story told in entertaining images. Really gets to the point of creating value via email marketing.
Succinct. That’s valuable to me Mark. Along with everyone else who “enjoys” a few crowded inboxes.
I think it is worth taking time to ensure you have value propositions that resonate with the people you are sending to – and then communicate them clearly and as concisely as possible.
Sounds simple – don’t put too much content unless your engagement is conditional on content. Just enough to convey quality.
Giving people a reason to want to receive your emails is key. Engendering a degree of anticipation, however fleeting, will ensure you stand out – and you will sustain subscriber relationships.
Thanks all.
Pete, Robin…clarity is a word I use a lot when teaching scientific communication (my other job) and it seems appropriate here, too.
It’s not rocket science really, but it’s easy to fall in love with all the extra bits that go in email and lose sight of the main purpose.
Just added Back of the Napkin to my kindle, thanks Tim. Napkin scribbles are the extent of my drawing skills…
Enjoyed the simplicity of the two illustrated posts as well. Think you’re right about the footer. It’s a shame as mobile users rely on it more heavily than desktop users, to avoid having to scroll all the way back up to access the navigation.
Great, enlightening post as usual, Mark.
(Does this mean my holiday gift from you this year will arrive unwrapped?)
Due to revised 2011 budget cuts, your holiday gift this year Michael will just be gift wrap.
Like someone already said: simple is good. Great post and nice mock ups.
Email newsletter recipients are used to the template that you send out- so they go straight for the area that holds the “new stuff”. That’s the most important place to catch their attention. As you pointed out the CTA’s in that section need to be recognizable.
Hello,
very interesting blog content. I am new in IM and I recently started a blog where, with help of my mentor Marc Milburn, I help everyone who’s interested to set up a successful internet business.
I can put your information to good use.
thanks,
Anna.