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Getting the Content Right
Constructing Effective Messaging Over
Email
Phillip Thune
Textbroker International
CEO-Americas

(speaker logo)

San Francisco| August 13–17

San Francisco | August 13–17, 2012 | #sessf

Keys to Great Email Content

• Audience
• Attitude
• Goals
• Subject Line
• Message Body

@textbroker


Help Your Readers Help Themselves

Defining and Understanding Your Audience

@textbroker


Who is your audience?

-Check demographics, locations (Analytics)
-Understand motivation for opening, clicking
and buying
-Look for social signals (Likes, re-tweets)
-What are their needs?

Tailor your goals and your message to your
audience.
@textbroker


Attitude:
How Will You Help?

@textbroker


Define Your Attitude Through Your Content

@textbroker


Topics and Presentation Create Your Attitude

@textbroker


Questions To Create Your Attitude
1. What attitude do you want? Serious, informative, funny,
snarky, critical, happy, salesy?

2. Do your communications come from a personal perspective
(“we”) or are they third-person (“the company”)?

3. Is there anything to avoid in terms of terminology or
subjects?

@textbroker


Goalsetting

What should the email do?

• Share knowledge and build
authority?

• Promote a specific product
or event?

• Notify subscribers of
system changes?

@textbroker


Subject Line
“Tell „em what you‟re going to tell them. Then tell them. Then tell them
what you just told „em” (accredited to CBS‟s Paul White)

• Make the subject line clear and compelling.
• Remember your goals
• Call to action when appropriate
• Urgency when appropriate
• Consistency for newsletters

Copyblogger recommends the Four “U” Approach to headline writing:
• Useful: Is the promised message valuable to the reader?
• Ultra-specific: Does the reader know what‟s being promised?
• Unique: Is the promised message compelling and remarkable?
• Urgent: Does the reader feel the need to read now?

@textbroker


Subject Line

SES does a great job with headlines:

Preview the SES San Francisco Speaker Lineup (Sent June 20)
• Useful/Ultra-specific: Speakers are the highlight of the conference
• Unique: Previews feel exclusive

SES San Francisco - Early Bird Expires Friday, July 13 (Sent July 10)
• Useful/Urgent: discounts and savings with expiration date
• Ultra-specific/Unique: early bird savings

Only One Week Left until SES San Francisco (Sent August 6)
• Urgent: Timeliness adds pressure to read
@textbroker


Message Body

Answer this question in your message.
Your subject line is a promise. The message body
fulfills that promise. @textbroker


Turning The Keys

So you know who your audience is, how to present yourself to
them, and how to get them to open the email.

Now what?

How do you keep them reading?

Craft your message based on your audience’s needs and likes.
Identify the specific need that your audience has and how you
can fill it. Use what your audience responds to and talks about
to keep them reading. Offer meaty information, like the case
studies coming up, to illustrate your point. Reflect your goal in
your closing statements.

Give them the beef!

@textbroker


Case Study – Convention Registration Email
Subject: A 360 degree perspective of business intelligence, networking and Internet Marketing!

Phillip, please stop and read this email.

I would like to personally request your attendance at the 2012 [Conference] taking place [date] in [city].

We have spent the greater part of the last year putting together a world-class event that is centered on content, the
latest business intelligence and revenue-generating networking -- all for the benefit of our attendees and their
companies.

Following last year's event featuring Facebook, Google, Salesforce.com, and other technology leaders, this year we
are expanding our program to include breakout sessions, main stage keynote presentations, an exhibitor showcase
featuring over 100 sponsoring companies and the [award event] to honor your achievements.

The [awards program] are a powerful way for you to share with your peers and industry experts the innovative Internet
marketing programs you've built this past year, and a chance to garner prestigious recognition for your work. Go to
[link] to see the categories. Deadline for entries is [date].

Also, we have negotiated special hotel rates starting at $109 at CityCenter resort. Plus, as a conference attendee,
your food and beverage will be included for 3 days.

This year's experience will have a few entertainment surprises coordinated by our partners at Cirque du Soleil and
MGM [date]

Please call or email [contact] or myself with any questions. Phillip, I appreciate your support and attendance!

@textbroker


Subject Line Issues
Subject: A 360 degree perspective of business intelligence,
networking and Internet Marketing!
Jargon, jargon everywhere! Why is this important for the
reader? What‟s the promise?

Did the subject line work?
• Would you have opened the e-mail?
• Did the contents match what you would have
expected from the subject line?
• Was it unique, urgent, ultra-specific and useful?

@textbroker


Goalsetting Issues
• What was the goal of the e-mail?
– Where did you first see the goal of the e-mail?
– Not the subject line.
– Not the opening.
– Three lines in – Personal invitation to the event.

– Is there a call to action anywhere?
– Would you have signed up?
• Goals should be reflected in your subject line and throughout
your content.
• Use common terms and a call to action where necessary.

@textbroker


Content Issues
Following last year's event featuring Facebook, Google, Salesforce.com, and other technology
leaders, this year we are expanding our program to include breakout sessions, main stage
keynote presentations, an exhibitor showcase featuring over 100 sponsoring companies and the
[award event] to honor your achievements.
Where‟s the beef? Last year had major speakers. Give us a few marquee
names for this year.
The [awards program] are a powerful way for you to share with your peers and
industry experts the innovative Internet marketing programs you've built this past
year, and a chance to garner prestigious recognition for your work. Go to [link] to see
the categories. Deadline for entries is [date].

Also, we have negotiated special hotel rates starting at $109 at CityCenter resort.
Plus, as a conference attendee, your food and beverage will be included for 3 days.
Package benefits in the headline to generate interest.

So where‟s the 360 perspective from the headline?
What was the promise and was it fulfilled?

@textbroker


Missing Your Audience
• Who is the audience? Were they addressed from their needs
and wants?
– Started with “please read me,” then “we worked so hard,” followed by
“last year we had big-name speakers.” (me, me, me)
– Where’s the beef? Halfway through, there’s a mention of speakers and
why you should come. This is too little information too late.
– It’s not about how hard you worked. It’s not about how great your
product is. It’s about the value for the reader and how it can help
them.
– If a reader doesn’t immediately see a benefit or interesting item, they
will close or delete the e-mail without taking action. Structure your
content around your reader to keep their interest and show them the
beef.

@textbroker


Weak Branding/Attitude
• What brand position did the sender take? Did it present the
organization in a positive, compelling light?
• The first line begs you to read out of the
goodness of your heart – no effort was
made to pique your interest or present a
good reason to continue reading. How
does this position the brand and the
event?
• How much was said about the
conference and the benefits? Does this
show that the organizer has a strong
program?
• Use your brand attitude to shape your
content. Ask yourself if the current
messaging reflects your brand before
sending. @textbroker


Second Convention Registration Email
Subject: Don't miss [company]'s third annual [Conference] Clear subject
Sweeten the deal
Special Discount for [Organization] Members! Use promotional code: XYZ immediately +
call to action
Reserve your space now for two of the most important days of your career.

[date] Creates urgency
[venue | location] and necessity

Speakers Include:
[speaker 1] [speaker 2] [speaker 3] [speaker 4] Now there‟s the
Zuffa, LLC America's Test Kitchen Amplidata NASA - Johnson Space Center beef!
[Company]'s third annual [Conference] brings you an intensive series of seminars, workshops and case studies,
all presented by industry professionals representing the very best in:

• Grand total of 6 bullet points
• Topics to be addressed More beef!
• At the conference

Give us two days - we'll give you the knowledge you need to work more effectively and jumpstart your career.

And if you register before [date], you'll save $200! Clear value
proposition
Register Now! Awards at the
end as a bonus.
[Awards program]
There's still time to submit your work for the 3rd Annual [Awards program]- entries close
August 17! Click here for more information.
@textbroker


What Went Right?
• Clear subject line with company information.
– You want your name and company to encourage people to open your e-
mails.
• Clear goal from subject line through closing
– Multiple sales techniques used to close the deal
• Audience-focused
– Presented what’s most important to the audience – speakers and topics –
immediately and clearly.
– Addressed time and monetary concerns.
• Branding
– Tone and structure of the message contributed to active, committed
branding

@textbroker


Outsourcing Your Content

Freelancers Bidding Sites Writing Sites
+ High quality + Wide variety of quality with + Set quality for set prices
+ Personal attention minimal filters + Options to work directly with
- High price + Wide variety of prices writers for a set price
- Long negotiations - Long negotiations + Quick turnaround
- No backups - Sort through multiple offers + Simple approval process
- Unclear timelines - Can‟t talk to writer beforehand


Using a Writing Service

• Set length and the general
quality

• Give your titles and instructions
The more information you give in your
instructions, the better the author can
complete the assignment. With a strong title
and clear instructions, any author should be
able to write the post.

• Instead of choosing from a pile
of submissions, you simply say
yes or no.


Conclusions
• Understand as much as possible about your audience
• Keep your attitude consistent
• Set goals for each e-mail
• Subject lines are a promise
• Center your content on your audience
• Your message fulfills the promise of your subject line
• Writing sites keep the process efficient and affordable

Target The Message To Your Audience

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