Designing an effective sponsorship program is a consultative process. It demands face-to-face meetings. But circumstances can require you to connect virtually first. Lengthy copy may work in other formats, but with today’s blip-speed attention spans, we have to spark people’s interest with short, provocative messages to be noticed. That being said, there are still times when longer emails can outperform short ones, according to Email Insider, especially when you want people to understand something or you’ve already earned their permission to share more detail.
When to pitch electronically? Here are the guidelines to consider:
Making a complex or expensive sale.
When you are promoting a high-concept or very technical offering, Email Insider suggests a riveting headline or offer with a story that explains the offer’s attributes and advantages. Draw the prospect in with problem-solving propositions. Present persuasive facts about your offering in sufficient detail to overcome objections. Be sure to keep your brand positioning in mind as you write.
Sample applications: unique VIP/hospitality events, expensive cultural tourism travel packages, high-end entertainment with sophisticated technology. Why? Long copy can help justify higher prices and convincingly point up superior differences in content, user experience or longevity.
Be real. Email is a letter written from one human being to another. Keep this in mind when addressing fans and customers who have displayed an interest in your organization. Create a persona through your choice of words. Just as in any new relationship, you want them to like you and want to know your news.
Opt-Ins who have asked for more. Once they have opted in, these highly aligned consumers enjoy learning more from you and will become engaged with every communication you send. Think of it as the Lake Wobegon effect, where the news is not earth shattering, but the reader craves the context you provide because it’s witty, chatty and personal.
Sample applications: membership communities, entertainment products, cause marketing.
Introducing new concepts.
Sometimes urgency has to take a back seat to education in email marketing. Bearing in mind that your target audience probably doesn’t have time to read every email you send, it’s a good practice to repeat your message and explain your benefits more than once. If you are introducing an offer whose full attributes won’t be intuitively grasped by a casual reader, or would require an extraordinary commitment to buy in to, spend time telling them about it. It might require a series of emails to cover the subject adequately and create the conversion response you seek. Be sure prospects know where to find any information they might have missed along the line by providing hot links to your Web site in each email.
Sample applications: new or innovative offerings, or programs with a long term of use, such as capital projects.
Experiment. Everyone is still learning how to use the web to sell ideas and services. Be inventive, invite engagement, show you care about making life better with the work you do. Convey your enthusiasm for solving problems. These qualities are appreciated by every business person.
In all forms of marketing, you have to let your approach fit the offer and the audience, and it must always express your brand, change minds, and win hearts. Email pitches must be held to those high standards to give you any return.