Sam here - marketing communications consultant and owner of hit website samgrover.co.nz.
Welcome to my first newsletter. This is a semi-regular wrapup of what’s been happening and what I’ve been thinking about.
I think I announced the unmissable birth of this newsletter a month ago, if not longer. Forgive me. In my defense, I was on holiday for a big chunk of October, so subsequent newsletters should be more frequent.
With that apology out of the way, let’s get into it.
Should eDMs be long or short?
In the past, I’ve insisted that direct-response eDMs be very short - not more than a few sentences. Lately, I’ve been re-thinking this view, so I thought I’d work through the reasons for short vs long marketing emails.
Why keep them short?
Keeping your emails short is a bit of a volume strategy. It’s easier to read an entire short email. It follows that more people will read short emails - and if more people read the whole email, then it also follows that more people will follow your call to action. Makes sense.
Why write them long?
Now here’s the other argument.
A certain number of people are going to be interested in what you have to say, but need a bit more information before they convert.
For these people, a short email isn’t going to cut it, because they need more information than two or three sentences can give them. Writing a longer email gives these people the information they need, which increases the odds that they’ll convert.
The tradeoff is that some people may not read a long email - but if you convert a greater proportion of those who do read, then you’re coming out ahead.
These are just the overall arguments, of course - your mileage, and data, may vary.
There’s no satisfying answer to this one. Short eDMs are good in some situations and long eDMs are good for other situations. The pitfall that a lot of people fall into is reflexively choosing one or the other because it’s vaguely “better”.
To really get the most out of your eDMs - or any content for that matter - you need to make sure you look at each situation independently and deliver your information in the way that best-suits that particular audience at that particular time. It could be a short email, could be a long email, could be a phone call, could be something else entirely. The key is to not be dogmatic about one particular method, style or strategy.
Or just have me do it by replying to this (kind of long) email.
Case study: using blog content to help Sharesies build trust
If you want to produce content on a regular basis, the systems you put in place are just as important as the content itself.
I worked with the Sharesies team in an iterative way to develop a content delivery system for their blog - along with some pretty solid content as well.
From the blog
These are a bit out of date thanks to the holiday I mentioned above. But in case you missed them over the last couple months, here are the last three posts from my blog:
The mighty newsletter
Newsletters are an effective, underrated way to get your content out in front of people. This post explains why, and gives you some tips for starting your own newsletter. Also, fun fact, it’s the post that created this newsletter.
Why I went back to pen and paper
Pen and paper is by far the best way to capture information from conversations with people. Here’s why.
Don’t overcook your videos
Not every video needs drone shots, go-pros and soulful background music. In many cases, you can create great video with just a phone and an idea.
See you next time
That’s all for today. If you enjoyed this newsletter, let me know, as I thrive on positive reinforcement. If you really enjoyed this newsletter, send it to your friends and advise them to sign up post haste. They can do so by clicking this link.