What Iron Man Can Teach You About Great Open Rates
What is it that makes people want to read what we write? What makes readers on our mailing list drop what they’re doing when our emails come in and read them straightaway, without delay?
Well, there are a lot of theories and much conjecture, but I believe it’s this: being bold! Don’t write passively and don’t write apologetically. Get out there, loud and proud and be bold.
And how are we bold? We’re bold by emulating Iron Man.
Unless you’ve been living under a rock in the last year or two, you’ll have heard about the new Iron Man movies. When Captain America asks, “Big man in a suit of armor, take that off; what are you?”, Iron Man’s alter ego, Tony Stark, replies, “Genius, billionaire, playboy, philanthropist.”
Some might see that response as arrogant, narcissistic or hubristic. I disagree. When you want people to notice your product or read about your service, you need to be bold. Why?
Because There’s Too Much Noise!
In 2011, according to Pingdom:
- 19% of spam was successfully delivered
- 112 emails were sent per day
- 555 million websites existed
- 2.1 billion users flooded the Internet
- 39 million Tumblr blogs
- 8,868 Tweets were sent per second
You don’t need me to tell you that that’s a lot of noise you have to rise above to be heard. Now, agreeably, a lot of the blogs won’t be used for long, a lot of the tweets are rubbish and the emails instantly deleted.
But it shows that as a society we’re becoming increasingly desensitized to people wanting our attention. We have to be, to stay sane. Wouldn’t you agree? As a result, as writers, marketers and promoters, we have to be constantly on our game, targeting our message in fresh, innovative and bold ways.
How Can We Be Bold?
Boldness comes in many forms, shapes and sizes. Here are some of the best descriptions of it:
“striking or conspicuous; challenging; not hesitating to break the rules; beyond the usual limits of conventional thought, action or imagination”
That’s a lot to take in, so I’m going to boil it down to 3 simple ways in which you can be bold, be daring and engage with your readers and get your message read.
com-pel (verb) – to force or drive, especially to a course of action.
Are you writing in a way that forces or drives your reader to want to open your email and read your content – and then to take action? What journey do you build for your reader? Do you have a metaphor, a journey or a series?
Andreas from London Cyclist, another Aweber user gives two great ideas:
- Draw people in to your next email by pointing out what is coming up next
- Deliver exclusivity
How do you compel your reader to engage with and remember you, your product, your message?
When you’re thought provoking, you engage with your audience. The Australian company Small Business, Big Marketing is great at this.
Its marketers don’t play things by the book or do things the “normal” way. Why? It doesn’t work. They really get people and know how to engage with them by stimulating their imagination, enticing them into conversation – a lot like the great directorial master, Alfred Hitchcock.
They’re constantly presenting different ways to catch the readers attention, just like this recent post on their Facebook page. It brought in a raft of funny and witty comments, making them memorable.
There are so many rules to email marketing, but I won’t bore you to death by repeating them. They’re not wrong and they all have their place, but if you follow all of them, then you’re just like everyone else. How about:
If everyone’s using plain text, use videos like Crystal Gouldey suggests.
If everyone’s using beautiful, artistic, eye-catching HTML email, use simple text.
If they’re writing War and Peace, use one word. Apple is a classic case of less is more. Beauty isn’t always in what you put in, but what you take out.
So when you’re next sitting down to write your emails, take time to consider how you can be bold, how you can connect with your readers needs in ways that are both compelling and thought provoking. How can you stand out and be bold by breaking accepted conventions of how things work?
Over To YOU!
What innovative ways to you compel your reader to act? How do you draw in your readers in inspiring and thought provoking ways?
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