High unsubscribe rates? Prone to deleting emails? Sound familiar? Help is not far away …

According to an article I read in Marketing magazine, the growing number of tech distractions is making us goldfish like.  In 2004, research showed that our attention on a pc was 3 minutes. By 2012 this had fallen to one minute and 15 seconds.

With this in mind, any email marketing or newsletter you send out must grab the reader’s attention almost immediately for it to make an impact! Try personalising it. Then make the copy interesting and informative but at the same time it will need to be short and sweet.  Include a very clear call to action.

Another article I was reading along the same times was looking into content marketing.  This echoes what I was saying earlier re personalising and targeting your messaging and wording to your audience.

The article then referred to the “deletist consumer”. This referred to people who hit delete to all incoming messages.  The research said that 74% of British consumers say they receive too many emails.  69% say they unfriend companies or unsubscribe if the content they are being sent isn’t relevant. Finally, more than half of consumers opt out of most email communications all together.

This research shows the need ever more so for targeted and relevant copy.  Any email you send out must be interesting and relevant.  The reader must resonate with it. The copy should create a desire within the reader to make them buy or sign or follow whatever your call to action is.

It isn’t easy, but it is do able.  Copy writing is an art form.

If you are looking for more tips, try my ebook! “How To Write A Brilliant Newsletter” BUY IT HERE


More research here


About nicolepinpointmarketing

Nicole is a mum to two, wife to one and friend to many. I am also the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint can act as a consultant or we can hold your hand to manage your marketing or we can do it all for you! Your marketing, your budget, your way. Marketing, organisation, helping and caring are my strong points and passions!
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