I think almost everybody with an active digital live have more than 2 email accounts, one for your personal emails, and the other one for “junk”. In the junk bucket there’s a mix of spam emails, unwanted subscriptions, and marketing efforts from companies trying to selling us something or engage with us to eventually buy something.
As a marketer is very difficult to stand out from the clutter and make people actually open and read the emails, but funny enough, sometimes when they do open and read the emails, the often don’t take action. But what does this really mean?
Well, sometimes marketers are not clear in the messaging, and even when they had a compelling subject title, or graphics; they don’t have a clear call to action. And call to action not only mean sales, it could mean: read this article, go to this website, download this article…
For example, Marketing Profs does a good job by using content marketing to approach to its prospect clients. They know that as a marketing professional I might be interested in articles or e-books of the industry.
The mobile version is exactly the same. It has to be responsive as it adapts to the screen of my mobile device. Responsive could be good and bad, in this case, it is not a good idea. First, there’s too much text! nobody has the time to read all that. Second, the text is so small that I have to zoom in to read, and then scroll up-down-right-left to read through it.
Companies need to realize the importance of simplicity. We are busy people with a very low attention spam, and even though is “Content Marketing”, the content has to be relevant and concise. And if the content has to be download or viewed in another landing page, then your clear to action has to be clear and very straightforward.
Nelly Ortiz 