How to create an effective eshot

Some time ago I wrote a blog post on poor marketing communications following a couple of email communications that I had received. I’ve been moved to write about this topic again following the receipt of yet another poor eshot by which I mean an email newsletter/update.

To the sender of this latest eshot I would like to say the following:

  • Firstly, just because I have handed you my business card at a networking event does not mean that I automatically wish to be added to your email distribution list and receive your email communiques every week/month.
  • My name is Alison Jobson. Dear Alison, Mrs Jobson or even Ms Jobson is an acceptable way to address me. Dear AlisonJobson is not.
  • You know my business yet you send me an email that has little to no relevance to me (“Imagine how having an online shop you can easily manage would improve your profits!”). It is fair to suggest that this might be of interest to my clients but if this is your angle then change the copy to reflect that.
  • Your offering was potentially interesting but you lost me after the first paragraph.

Somebody asked me yesterday: “What do you think of eshots?”. I replied: “They are great – instant, cheap compared to traditional direct mail, measurable (through tracking open rates etc) and provide an easy way to keep in touch.”

However, and this is a big however, just because technology has eased the process of direct mail does not mean that the fundamentals of good marketing and good communication should be ignored. In this instance the “who, why, what, how, where, when” applies as follows:

  • Who are you targeting?
  • Why will they be interested?
  • What do they want to know or need to hear?
  • How will it interest/benefit them?
  • Where will they receive it?
  • When do they want to receive it?

If you fail to consider the above then ultimately you will damage your brand, alienate your customers and ensure that the very eshot which is relevant to the recipient will hit trash before it’s even opened.

As with any marketing campaign the success is dependent upon the attention to detail. Ignore at your peril.

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