Connect with us

Business Marketing

Writing For Google. Or Not.

Published

on


Image courtesy of feuilllu


Is this “good copy”?

From an actual Phoenix area blog post (I’ve changed the city and redacted the agent/brokerage to “protect the innocent” (?):

When it is time for you to purchase Phoenix luxury homes, turn to a professional Phoenix, Arizona real estate agent at [redacted] to handle the transaction in a skillful manner.  With recent economic trends affecting real estate prices, it is a buyer’s market in Phoenix, and your Phoenix, Arizona real estate agent will make sure that you are getting the best deal on Phoenix, Arizona real estate.  You need a REALTOR® with the knowledge of local realty markets who is ready to represent you and procure quality Phoenix luxury homes.

That little snippet contains 89 words, 21 of which are Phoenix this and Phoenix that.  That would be a whopping 24% “keyword density”. The remainder of the article was just as keyword laden.

Maybe it’s just me, but I find this excruciating to read, and it comes off as being written for one thing and one thing only — search engines.

I’m not writing this to pick on one individual (hence the lack of a link and the altered text). The reason for writing this is twofold: 1) Selfishly, I find the practice of writing for search engines incredibly annoying and this helps me vent my frustration; and 2) I see this practice occurring with greater frequency — a trend I find most disturbing.

Google is smart

The folks that work at Google are a very bright bunch of people. Trust me, you don’t need to make 24% of what you write a key word for Google to figure out what your post is all about. In actuality, the title is probably enough (and yes, this post had “Phoenix Luxury Homes” as the title lead).  If you really feel compelled to shove “CITY REAL ESTATE” down your reader’s throat, toss it in a few more times. But 24% of the time? Puhlease.

Ask ten SEO experts what an optimal keyword density is, and you’ll probably get twelve different answers. But I challenge anyone to find an expert that feels 24% of your copy should be keywords. The general consensus seems to range from 2 – 5%, depending on the search engine (here is a good article on keyword density). At a 2 – 5% rate, our little example would need the keyword used 2 to 4 times. 21 blows it out of the water and is far more likely to do harm than good.

I’m no Faulkner or Hemingway

Occasionally I’ll write something and sit back and say, “Hey, that’s pretty damn good!” Then a Kris Berg / Jonathan Dalton / Jeff Corbett type will come along and write something and I’ll say, “Wow, apparently I can’t write worth a crap”. Such is life. The simple truth is, you don’t need to compose prose like Hemingway, Faulkner or Berg/Dalton/Corbett to have an effective blog post and engage your readers. Sure, it helps if your grammar is decent and you can string together a coherent thought or two. But highly skilled writing is not a prerequisite for effective blogging.

There has always been much discussion within the real estate blogging community about “your voice”. The advice I give to those that will listen is to write for your readers, not the search engines. Write like you speak. Write like your reader is sitting next to you and you’re talking with them.

Do you think whoever wrote the above talks like that in real life? I seriously doubt it. Odds are they are a nice, warm and friendly person. Why not write that way? Write to and for your readers, not the search engines. The search engines will find you, they are good at what they do, they really don’t need incessant prompting.

I leave you with this little nugget from Google’s Webmaster Guidelines. Think about it…

Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?” (my emphasis)

.
Hat tip to Steve Belt

Continue Reading
Advertisement
37 Comments

37 Comments

  1. Tom

    July 31, 2008 at 3:34 pm

    The key is not to write for Google, but after writing make sure that it is optimized for Google. Look at your title and instead of writing something witty, make sure it has the terms that people looking for the meat of your post will use.

    The example that you used is obviously crap, and should be judged as such. However, for the novice blogger, making sure that your content has the correct keywords that will help readers find your posts is a very smart move, and one that Google heartily endorses.

  2. Jay Thompson

    July 31, 2008 at 3:53 pm

    Great point Tom. I didn’t mean to imply that keywords and a little tweaking here and there aren’t important. They definitely are. It’s not terribly difficult to put a keyword in a natural context occasionally. In fact, I find that easier than making every fourth word a keyword!

  3. Chuck G

    July 31, 2008 at 4:33 pm

    Let’s not forget the whole reason that you’re blogging in the first place — to allow people to “warm up” to you before they ever meet you …. They get a feel for who you are by how you write, and what your opinions are about real estate (or whatever you happen to be blogging about.) They can feel passion, sincerity, humor, or sadness from what you write. They can also peg you as a pushy, used-car-type of salesperson (which is the feeling I get from reading your example above.)

    Don’t get hung up on writing for Google. Google isn’t going to buy a house from you. Don’t even worry about stuffing a few keywords into the first paragraph — do that in your SEO plug-in and let it do the heavy lifting from there. Just worry about what you do best…being yourself.

    And don’t forget this — what you write in that first paragraph is possibly first impression that people will get of you. So think hard about who is more important to impress…

  4. Matt Thomson

    July 31, 2008 at 5:03 pm

    Google rankings are great, and search engine presence is important, but consider these numbers from my blog. I get about 2100 visitors per month…not incredible but very good. About 1500 of those come from Google and Yahoo (according to my analytics). That means about 600 find me through other ways (my email signature, comments on other blogs, word of mouth, etc). I’m guessing that those who find me directly are more apt to stay on my site than those who find me looking for something very specific on a search engine.
    Definately write in a manner that will get folks to stay on your site. Finding you is great, but if they find you and determine you stink, that doesn’t do much good.

  5. Rich Jacobson

    July 31, 2008 at 5:28 pm

    Jay: I totally agree. You do write like CRAP!

  6. Rich Jacobson

    July 31, 2008 at 5:41 pm

    Seriously though, we can really over think all this stuff, ad nauseum. It’s supposed to be ‘conversational’ blogging – where real people engage with real language. I can just hear the other side of the discussion:

    “Dear Phoenix Arizona Real Estate Agent: We’re absolutely ‘thrilled’ that you know the Phoenix Arizona real estate market so well. And no doubt, you possess all the necessary skills and abilities well suited for the Phoenix Arizona area. So when we do decide that it’s time to purchase our Phoenix luxury home, we’ll no doubt solicit your services as the premier professional Phoenix Arizona real estate agent to handle the Phoenix Arizona transaction in a skillful manner. And with recent economic trends affecting Phoenix Arizona real estate prices, it being a buyer’s market in Phoenix Arizona, you, our Phoenix, Arizona real estate agent, will make sure that we’re getting the best deal on Phoenix, Arizona real estate!”

    As they say in the Valley, “Gag me with a Big Spoon!”

    “To Thine Own Blog Be True!

  7. Jonathan Dalton

    July 31, 2008 at 6:10 pm

    Dum-dum-dum-dum-de-dum-dum-de-dum … sorry, Jay. Have had a tune stuck in my head all day.

    I’ve been probably annoying readers by putting Phoenix real estate in the title of many posts. But I also changed URLs and killed my SERP and am working to recover. Once there, I can cut back. The key, as Tom said it, was to optimize but not write for Google.

    And I’m honored to be in the same sentence as X and Kris. Not sure I belong, but I’ll take it.

  8. Larry Yatkowsky

    July 31, 2008 at 6:13 pm

    I don’t have that many key words on my new roll of toilet paper.

  9. Steve Belt

    July 31, 2008 at 6:39 pm

    I know the post for which Jay writes, and it is indeed a gag fest for me. In fact, I couldn’t get through the entire post, and it was only 2 paragraphs long. If a search engine brought a human being to that post, I can’t imagine they’d stay there long. And if they don’t stay, what’s the point? If they don’t stay, they don’t subscribe, they don’t read other posts, they don’t call or email, they don’t do anything that would be of value to a business owner.

    But anyone reading here already knew that. Clearly, not enough people are reading here.

  10. Mariana Wagner

    July 31, 2008 at 7:21 pm

    My mantra is always, “Write for your audience first.” After you have written for your audience, then “optimize” it – like Tom mentions.

  11. Elaine Reese

    July 31, 2008 at 7:54 pm

    I’ve seen a blog that does that exact thing, and it’s a tough read. I write like I talk, then I try to clean it up a bit to remove those “idioms” that Ohio tends to use or possibly change some words that might help match a phrase a client might use. As Matt T noted, my numbers aren’t incredible (~ 6K visits/mo) but the majority of my Google hits are the result of long tail phrases – not the “city, state, real estate” type of keywords.

  12. Jeff Corbett

    July 31, 2008 at 9:25 pm

    I wish you were one of my creative writing and/or English teachers through my formal edumacational years Jay 🙂

    I’ve never written for Google, always for the human audience…’SEO experts’ must privately laugh themselves to tears at my stuff. Maybe that’s why they’re always emailing and offering to help me ‘get to page one on Google for _______ key words in 30 days or less..?

  13. Kris Berg

    July 31, 2008 at 9:32 pm

    Jay,

    Gratuitous comment aside (and thank you, by the way), I couldn’t agree more. I continue to do this on-line thing all wrong. I write what moves me in a way that I would tell the story to you over coffee. I couldn’t give a rat’s hind quarters about what Google thinks of my posts, although the experts will tell you I am misguided and failing to capitalize on my true potential. I am not writing for the casual reader in Omaha or Great Britain or even Phoenix; I am writing for the potential client who lives in my county and my neighborhood. If Google finds me, so be it. My potential client four doors or four miles away doesn’t search for San Diego Real Estate, but they do search for “Kris Berg,” and I do just fine, thank you, for those keywords. My real would-be clients come to my blog or website because I sent them there through other marketing efforts. And, go figure, I am getting a more than a little organic success through my train wreck, true-to-myself approach.

    My Father-in-law liked to say, “Don’t fight the feeling.” I like this approach. I simply do not want to think that hard or obsess because, like anyone who has obsessed over a deadline, the thoughts, meaning and geniousness get lost when one overthinks the problem. The result is maybe a valid message, but it is so mired in unreadable, self-serving tripe that the message gets lost.

    In other words, I am just a San Diego Realtor writing about the San Diego home buying and selling market in San Diego for consumers wanting information on San Diego properties. But if you ever catch me using the words “San Diego” out of context, you have my permission to write a blog post about it AND use my name.

  14. Kris Berg

    July 31, 2008 at 9:34 pm

    By the way, in my second paragraph, third sentence, “maybe” should be two words. Now, THOSE are the things that really bug me!

  15. Bill Lublin

    July 31, 2008 at 10:00 pm

    Jay , When you mention Berg/Dalton/Corbett were you working on an alphabetical listing or are they ranked in order of their beauty? (Sorry Jeff – not my ordering, though Jonathan vs Jeff is a tough call for anyone)

    I was put in mind of the Keavin Nealon character on SNL (Philadelphia real estate) who would insert (Philadelphia real estate) his subliminal message (Philadelphia real estate) during his regular conversation, Like this

  16. Bob

    July 31, 2008 at 10:02 pm

    Kris, why do you buy adwords for “Scripps Ranch real estate”?

  17. Benn Rosales

    July 31, 2008 at 10:23 pm

    if you come up organically from 1-10 whats wrong with some insurance that you’re also seen 10 – 100 in the results? I’m not getting why a little insurance with gooogle ads has anything to do with packing a post with crap to cheat the system…

  18. Jim Duncan

    August 1, 2008 at 4:34 am

    We’re all writing for Google, whether we like or admit it or not. A difference is that some like your Phoenix friend are writing specifically for Google and others are writing with Google as a third- or fourth-level goal or even as as afterthought. There is a blog in my area (happens to be AR) that does just what you speak of; the keywords are the primary content and the content is secondary. Ugh.

  19. Jennifer in Louisville

    August 1, 2008 at 4:57 am

    Echoing others sentiments: If you actually generate traffic to your site (through SERPs or whatever), you need to have something compelling to keep them there. But, by the same token, I can sympathize with the other guy – who feels that he has to do something to try to become more visible in the searches. Its an act of desperation. I’m not saying its right or even good – but I do understand their desire to get seen.

  20. Kris Berg

    August 1, 2008 at 6:33 am

    Bob, I don’t buy “adwords” for anything.

  21. Eric Blackwell

    August 1, 2008 at 6:46 am

    I think the most difficult task is teaching the words MODERATE and APPROPRIATE to Realtors (grin).

  22. Ginger Wilcox

    August 1, 2008 at 9:28 am

    Come on Jay. The best way to hire a Phoenix real estate agent when you are buying Phoenix real estate in Phoenix is to hire a Phoenix expert who knows Phoenix like the back of his Phoenix born hand.

  23. Bob

    August 1, 2008 at 9:31 am

    Kris, I meant the sponsored ad in Google for Scripps Ranch real estate..

    The reason I mentioned it is that your site could easily rank well for Scripps Ranch real estate without having to compromise your writing style at all.

  24. Eric Blackwell

    August 1, 2008 at 9:37 am

    Benn;

    Since you brought the point up, I think it is worth mentioning that studies have found a synergistic effect in having both good organic ranking AND simultaneously running PPC ads.

    In other words, it is better than insurance…doing both X + Y often will yield even more traffic to your site than the sum of either one.

    And Bob is correct. For a term like Scripps Ranch real estate, you do not need to compromise your writing style Kris. I like the way that you write and to change that would be uncool. 😉

  25. Bob

    August 1, 2008 at 10:13 am

    Benn, I didn’t ask because it was insurance. I asked because Kris isn’t showing up organically 1-10 and could/should be. The myth that gets perpetuated ad nausem with real estate bloggers is that they rank primarily because of what they write or how they write.

    Kris has written several times that she won’t be found for certain keywords because of how she writes, so she is writing off an opportunity for greater exposure because of a misunderstanding of why her stuff ranks or doesn’t rank.

    Question: Does the NY Times write for readership or search engines?

  26. Diane Cohn

    August 1, 2008 at 12:34 pm

    OMG, barf. Just write for your audience.

  27. Cheryl Allin

    August 1, 2008 at 1:13 pm

    If you read your blog post out loud and it sounds weird, you need to fix it. I love the Kevin Nealon analogy, perfect! What you can do to a well worded, conversational blog post is ensure your url has keywords, title has keywords, H1 tags have keywords, images have alt tags and links have good anchor text and titles. But if you really want that page to have some google goodness, get some links pointing to it. People have teensie attention spans – they’re going to skim it unless it’s amazingly compelling. I can tell from my stats I don’t often write anything terribly compelling – but I keep working to improve.

  28. Bob

    August 1, 2008 at 3:39 pm

    i asked earlier “Does the NY Times write for readership or search engines?”

    It wasn’t rhetorical. Would it surprise anyone if the answer was search engines?

    A few years ago the NY Times brought in one of the best SEOs out there. The assumption was that he would work his magic and they would own Google, after all, they are the NY Times. He did his thing with site architecture, etc, but what they didn’t expect was that he required everyone from copyboy to editor go thru his training on writing for an audience that includes search engines.

    The end result was subtle changes that most would never pick up on that generated some pretty big positive results.

    The point is that the concept of “just write it for Ma and Pa kettle and they (Ma, Pa and google) will come” isn’t true. But the notion that you have to write keyword stuffed crap isn’t true either.

    I dont write a lot of blog posts, and when I do, they are geared to the consumer who doesnt know me and isnt looking for me. They are looking for specific answers. They find those via a search engine because it seemed to me that, this being a numbers game, that would be the easiest way to get in front of the most numbers.

    The end game is I get search engine results that bring traffic that continues to generate business (over a dozen listings with offers pending), and close to 1200 comments in 14 months, even though only 2 posts were written in 2008.

    The thing is, it will be what you are willing to make it. You don’t need to write everyday, every week or even every month, and you certainly don’t need a ghost writer. However, learning how to leverage the exposure of what you do publish seems obvious to me.

  29. Matthew Rathbun

    August 1, 2008 at 3:54 pm

    Writing to get found on Google and writing to attract a consumer to come back after the first article are the two steps (IMO) that should be considered. However, I think writing many posts with the same key words is much better than writing one post with all the key words repeated.

  30. Kris Berg

    August 1, 2008 at 4:36 pm

    >OMG, barf. Just write for your audience.

    That is hysterical in its simplicity and brilliant in its eloquence, Diane. I think you may have just come up with the title of the opening panel session at Inman NY. 🙂

    Just so there is no misunderstanding, Bob, I like Google, and I like Page Ones. I wish I was on more of them. And, yes, I know I suck at SEO and would probably (certainly) enjoy more success, however it is that we are measuring that this week, if I used my noggin a little instead of thoughtlessly typing whatever thoughts happen to pop into my head. It is a matter of priorities for me, and I place a higher priority on the readability once I am found than being found in the first place. This is admittedly foolhardy, but I’m stubborn that way.

    I think it could be argued that we have sufficiently beat this horse.

  31. Bob

    August 1, 2008 at 7:01 pm

    “It is a matter of priorities for me, and I place a higher priority on
    the readability once I am found than being found in the first place.”

    I understand that. However, readability, or the lack thereof, has very little to do with being found.

    You’ve written the same thing about quality vs results before, most recently on Inman, so it’s my goal to dispel the belief that a writer of your caliber would have to compromise to compete. A site like your castles site with your local content could and should be more readily found for Scripps Ranch real estate, and it’s certainly better for the user than what is currently on page one now. SanDiegoCastles.com at #1 would be the map to the treasure
    you mentioned
    .

    As for the horse, no way I’m giving up. When you speak, people listen, but this is the one thing where I don’t want them to believe you. I don’t even want you to believe you on this. You don’t have to change a word. It isn’t all or nothing. You really can have it both ways.

  32. Mike Taylor

    August 2, 2008 at 5:01 am

    I think if you write for you audience your writing will naturally contain enough of you keywords to satisfy the search engines. I don’t see a problem with tweaking your copy slightly to target certain words or phrases, but not at the expense of sounding like a idiot.

  33. Suzanne Gantner

    September 22, 2008 at 9:56 am

    I wonder if people think we/clients/others are actually going to read bad redundant crude like your Realtor above. To me it is offensive because he/she thinks we are stupid. Good information is what we want, it doesn’t have to be written by Hemingway, it needs to be informative. Give me good substance!!

  34. Tyler

    January 20, 2010 at 10:25 pm

    It’s not that you have to write for google, you just have to write was is natural because that is ultimately what google likes imo.

Leave a Reply

Your email address will not be published.

Business Marketing

Hiring managers keep you on your toes – make them take the 1st step

(MARKETING) If you want to stand out from other job applicants, weird outfits, stunts, and baked goods will only get you so far – or it could backfire.

Published

on

hiring managers interview

According to research by employment search website Simply Hired, hiring managers get an average of 34 applications per job listing, but they spend time genuinely considering an average of only 12.6% of them – that’s less than 1/3. Some applicants may feel the need to go above and beyond the average application and do something unusual or unexpected to grab the hiring manager’s attention.

Simply Hired conducted a survey to find out whether or not “nontraditional” strategies to stand out are worth the risk, or whether it makes sense to stick to a traditional resume and cover letter. They surveyed over 500 hiring managers and over 500 job applicants to find out what sort of outside-of-the-box approaches applicants are willing to take, and which ones do and don’t pay off.

Most notably, the survey found that over 63% of hiring managers find attention-grabbing gimmicks totally unacceptable, with only 20.2% saying they were acceptable. Hiring managers were also given a list of unusual strategies to rank from most to least acceptable. Unsurprisingly, the least acceptable strategy was offering to sleep with the hiring manager – which should really go without saying.

Interestingly, hiring managers also really disliked when applicants persistently emailed their resumes over and over until they got a response. One or two follow-up emails after your initial application aren’t such a bad idea – but if you don’t get a response after that, continuing to pester the hiring manager isn’t going to help.

While sending baked goods to the office was considered a somewhat acceptable strategy, sending those same cookies to the manager’s home address was a big no-no. Desserts might sweeten your application, but not if you cross a professional boundary by bringing them to someone’s home – that’s just creepy.

Another tactic that hiring managers received fairly positively was “enduring extreme weather to hand-deliver a resume” – but waiting around for inclement weather to apply for a job doesn’t seem very efficient. However, hiring managers did respond well to applicants who went out of their way to demonstrate a skill, for example, by creating a mock product or presentation or completing their interview in a second language. A librarian who was surveyed said she landed her job by making her resume into a book and creating QR codes with links to her portfolio, while a woman applying to work at the hotel hopped behind the counter and started checking customers in.

It’s worth noting that while most hiring managers aren’t into your gimmicks and games, of the 12.9% of applicants who said they have risked an unusual strategy, 67.7% of those actually landed the job.

Still, it’s probably a safer bet to stick to the protocol and not try any theatrics. So then, what can you actually do to improve your chances of landing the job?

Applicants surveyed tended to focus most of their time on their resumes, but according to hiring managers, the interview and cover letter are “the top ways to stand out among the rest.” Sure, brush up your resume, but make sure to give equal time to writing a strong cover letter and practicing potential interview questions.

In the survey, applicants also tended to overestimate the importance of knowing people within the company and having a “unique” cover letter and interview question answers; meanwhile, they underestimated the importance of asking smart questions at the interview and personality. In fact, hiring managers reported that personality was the most impactful factor in their hiring decisions.

It appears that the best way to stand out in a job interview is to wow them with your personality and nail the interview. Weird outfits, stunts, and baked goods will only get you so far – and in fact, may backfire.

Continue Reading

Business Marketing

Use nostalgia as a marketing niche for your business today

(MARKETING) A market that is making waves is found in the form of entertainment nostalgia. Everyone has memories and attachments, why not speak to them?

Published

on

nostalgia

Is it just me or does it seem like there is something for everything nowadays? Let me clarify, as that is a rather broad question…

With the way communicating through technology has advanced, it’s become much easier to connect with those who have shared interests. This has become especially evident with interests in the entertainment community.

Entertainment nostalgia

It now seems like there is an event for every bit of nostalgia you can imagine. Autograph shows, meet and greets, and memorabilia collections of all kinds are held in convention halls all around the world. (To give you an idea of how deep this thing goes, there was a “Grease 2” reunion convention sometime within the last five years. Being that I’m the only person I’ve ever met who likes that movie, it’s amazing that it found an audience.)

This idea of marketing by use of nostalgia is something that is becoming smartly tapped and there are a variety of directions it can go in.

For example, the new Domino’s ads feature dead-on tributes to “Ferris Bueller’s Day Off.”

What’s your niche?

If you’re a fan of anything, it’s likely that you can find an event to suit your needs.

And, if you want to take it a step further, you can think outside the box and use nostalgia as a marketing tool.

I recently began dabbling in social media gigs that have brought me to a few different fan conventions. One was a throwback 80s and 90s convention that featured everyone from Alan Thicke to the members of N*SYNC. Another is a recurring convention that brings together fans of sci-fi, horror, and everything under that umbrella.

I was amazed by the number of people that came out to these events and the amount of money that was spent on the day’s activities (autographs, photo ops, etc.). I was energized by the fact that you can take something you have a great appreciation for and bring together others who share that feeling. Watching people meet some of their favorite celebrities is something that is priceless.

Hop onboard the nostalgia train

If you’re a fan of something, you don’t have to look too far to find what you’d enjoy – going back to the aforementioned “Ferris Bueller” example, there is a first-ever John Hughes fan event taking place in Chicago next month that will bring fans to their favorite Brat Pack members.

In the same thought, if you have an idea, now is the time to find others who share that interest and execute your vision.

Continue Reading

Business Marketing

5 tips to help you craft consistently high-converting email marketing

(MARKETING) Email may seem too old to be effective but surprisingly it’s not, so how can you get the most out of your email marketing? Try these tips.

Published

on

Email marketing

Email marketing might seem archaic in comparison to modern mediums like social media, blogging, and podcasting; however, it actually remains one of the highest converting options marketers and small businesses have at their disposal.

But Why Email?

Hopefully, you believe in email as an effective marketing channel, but in case you have doubts, let’s hit the reset button. Here’s why email marketing is worth investing in:

  • Email is one of the few marketing channels that you have total control over. Unlike a social media audience, which can disappear if the platform decides you violate their terms, you own your email list.
  • Email is considered very personal. When someone gives you access to their inbox, they’re telling you that you can send them messages.
  • From a pure analytics perspective, email gives you the ability to track behaviors, study what works, and get familiar with the techniques that don’t.
  • The ROI of email marketing is incredibly high. It can deliver as much as $44 in value for every $1 spent.

5 Tips for High-Converting Emails

If you’ve been using email, but haven’t gotten the results you’d like to, it’s probably because you’re using it ineffectively.

Here are a few very practical tips for high-converting emails that generate results:

  1. Write Better Subject Lines: Think about email marketing from the side of the recipient. (Considering that you probably receive hundreds of emails per week, this isn’t hard to do.) What’s going to make you engage with an email? It’s the subject line, right?If you’re going to focus a large portion of your time and energy on one element of email marketing, subject lines should be it.The best subject lines are the ones that convey a sense of urgency or curiosity, present an offer, personalize to the recipient, are relevant and timely, feature name recognition, or reference cool stories.
  2. Nail the Intro”: Never take for granted the fact that someone will open your email, and read to the second paragraph. Some will – but most will scan the first couple of lines, and then make a decision on how to proceed.It’s critically important that you get the intro right. You have maybe five seconds to hook people in, and get them excited. This is not a time to slowly build up. Give your best stuff away first!
  3. Use Video: Email might be personal, but individual emails aren’t necessarily viewed as special. That’s because people get so many of them on a daily basis.According to Blue Water Marketing, “The average person receives more than 84 emails each day! So how do you separate your emails from everyone else? Embed videos in your emails can increase your conversion rates by over 21 percent!”This speaks to a larger trend of making emails visually stimulating. The more you use compelling visuals, the more engaging and memorable the content will be.
  4. Keep Eyes Moving: The goal is to keep people engaging with your email content throughout. While it’ll inevitably happen with a certain percentage of recipients, you want to prevent people from dropping off as they read.One of the best ways to keep sustained engagement is to keep eyes effortlessly moving down the page with short and succinct copy.One-liners, small paragraphs, and lots of spacing signal a degree of approachability and simplicity. Use this style as much as you can.
  5. Don’t Ask Too Much: It can be difficult to convey everything you want to say in a single email, but it’s important that you stay as focused as possible – particularly when it comes to CTAs and requests.Always stick to one CTA per email. Never ask multiple questions or present different offers. (It’ll just overwhelm and confuse.) You can present the same CTA in multiple places – like at the beginning, middle, and end of the email – but it needs to be the same call. That’s how you keep people focused and on-task.

Give Your Email Marketing Strategy a Makeover

Most businesses have some sort of email lists. Few businesses leverage these lists as well as they should. Hopefully, this article has provided you with some practical and actionable tips that can be used to boost engagement and produce more conversions. Give them a try and see what sticks.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!