Last week part of the ClickMail Marketing team spent two days conducting workshops for the marketing staff at a large national company. Although this company is a client, their email marketing program is still evolving. And that led to a dialog about targeting and segmenting and emphasized once again why both are necessary.
During the copywriting workshop, we discussed how generic their email marketing copywriting is, how it’s written to one big vague audience rather than being written differently for their many smaller segments. We asked them to imagine writing to just one person and then describe that one person as a way to write more targeted copy.
One of their copywriters was able to describe to a T a military man, husband and father, with a young family, and his issues and concerns as related to this company’s product. Writing an email specifically to that one person’s pains would result in very targeted, compelling email copy that says “Hey, we get you. We know where you’re at in life, what your concerns are, and we can help.” By addressing those pain points specifically, the marketer-and the email-becomes believable.
This company plans to segment in the near future, it’s part of the evolution they’re going through. And when they do, they’ll be copywriting targeted messages that will hit home with their prospects and drive email marketing ROI.
You can too.
What is it about copywriting, and even email copywriting, that makes people change the way they communicate? Our in-house copywriter is constantly preaching “write like you talk,” but quite often, people don’t.
