Question

Topic: E-Marketing

Email Marketing In First Person?

Posted by melissa.paulik on 4/19/2010 at 9:05 PM ET 250 Points
I'm seeing a slight uptick in conversion rates from emails I've written for clients where I use the word "I" and create copy as though it came from a real person instead of "the company." Not just nurture mailings but cold mailings to a list as well.

I haven't run enough of a test to be certain that this uptick is real so I'm wondering what others are seeing.

I'm sure it differs by industry. All the mailings I've seen this in have been in the B2B technology industry.
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RESPONSES

  • Posted by Inbox_Interactive on 4/20/2010 at 5:25 AM Accepted
    Yes, I see the same thing.

    More often than not, we write emails so that they look and feel like they were sent on a one-to-one basis, especially in B2B.

    If we simply *must* use a fancy, full-color email, we may put a simple text introduction before it, like:

    Good morning,

    We're about to unveil a new offer on an upcoming blah-blah, and I wanted you to have a sneak peek before we make it available to everyone.

    Let me know if I can do anything for you.

    Regards,

    Joe
    ---
    [full-color HTML email]

    I think it makes total sense that emails that look more personal perform better, and I'm glad to see that you're having a similar experience.

    -Paul
  • Posted by melissa.paulik on 4/20/2010 at 10:03 AM Author
    Thanks, Paul,

    Glad to see that you are seeing it too. It does seem to be common sense, doesn't it?

    Mel
  • Posted by Peter (henna gaijin) on 4/20/2010 at 1:45 PM Accepted
    I have heard similar results from 4marketeers (www.4marketeers.com), an email list aimed at marketers. The person who runs it posts each message (which is an advertisement) with a personal intro from himself. Has increased the effectiveness of the mailing list.
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