Don’t Forget Who Is In Control 60 million on do-not-call registry 54 million homes with spam blockers 20% of homes have advertising blockers PVR households skip 83% of commercials Direct mail to the garbage for 45 and under 12 million homes have VOD capability
Key Words and Phrases Connect to emotions Catch their attention Send Signals Connect us to others Exclude others
Key Words Must: Be Clear Invoke feelings and emotions Use other words to leverage impact Don’t use catch phrases that everyone else is using Simple Can be a teaser Estate Tax vs Death Tax or Global Warming vs Climate Change or Email-tax vs Delivery Fee
Why We Love Email Email has higher CTA metrics Your email campaigns have a 7-25% response rate compared to .2-8% for direct mail Email has a higher ROI Email reduces expenses by eliminating the cost of printing and postage Email is Instant Most of those who respond will respond in 48 hours of email
Viral Marketing Email capture plan Use viral tools Disseminate information Valuable and Relevant Make appealing Recruit Marketing Evangelists Stay focused Develop Marketing Evangelists Make them co-conspirators and part of movement Bring in new blood
Database Driven RSS Feed Can be done easily if you have a database driven site. Automatically updates your RSS Feed. Use most any scripting language. We have an example of a php script. http://www.missionmovers.org/example . pdf
RSS Writer PSACT and Mission Movers hope to soon offer the Tristana Writer http://www. tristana .org/demo1.html Also popular Feed4All These allow you to easily publish your feed and check for errors.
Questions For Effective CTA’s Does it connect with recipient? Is the CTA the start of finish? Does the person get a benefit from the CTA? Is there time to complete CTA? Is there a sense of immediacy? Will the CTA make a difference in their eye’s?