A lot of work has been done with marketing funnels and long content emails that drive prospects to take action. Not everyone is going to read all of the content in these long emails, and prospects are each at different points in the awareness spectrum. I have taken a different approach by first progressively profiling prospects and gradually sending them ever more relevant messages that lead to ever more relevant content as I understand their interests better. The difference in my Approach is that the messages I send them are very short (two sentences max), just touching on the subject of Interest and offering the option to click to get more detail. The detail is the content of interest which is located on my WordPress site (not in the email) with detailed information that leads to related information and tools. Prospects eventually reach out to me from suggestive came to action. What I end up with is a series of attributive content that has caused a prospect to respond. Are any of you also using such an approach with success? Could you please share your experience
It sounds like you are on the right track. In today's world, people consume so much content every day that it makes very difficult for businesses to break through that clutter and get their attention.
The big takeaway I think you should continue to focus on is making your message more relatable. If you want to get someone's attention you need to perfectly target their interests, pain points, wants, needs, lifestyle etc... and gear the message to where it feels like you are speaking directly to them.
Now this isn't always easy when you are dealing with lists because you have to be broad. However, one thing you can try to do is get really niche with your segments.
Take that list and try to isolate various groups so that you can hit them with a revised message that is more targeted to them. These "sub" segments could be based off of geographic area, gender, age etc.
With a better understanding of your offering and audience I can certainly provide better examples and other tips here if you would like to book a call!
My approach used a series of single paragraph emails that linked back to relevant industry calls to action. Additionally, we polled prospects to determine their pain points in order of most pressing. The result was increasing a century old trade association's membership net 11% in 10 months.
You have an opportunity to offer your successful approach to the direct mail pros as additional income. Continued success!
A good recipe.
I'd suggest one refinement.
If you can encompass your entire message lucidly in 2 lines great. If it takes more, then write more.
Focusing on framing your message completely, rather than some arbitrary number of lines... may improve your conversions.