Getting Readers' Attention
I received an e-mail yesterday from Premiere Speakers Bureau. They were having a contest to see who could find the phony speaker in their catalog. To determine which was phony, you had to review the catalog, its index and the Bureau's website (because the phony speaker would only be in the catalog). Those that locate the phony speaker are entered into a drawing for prizes.
At first glance,I thought this was lame (I must admit I'm a skeptic on anything looking gimmicky). However, I actually think they might be on to something. With so much information bombarding us all, it is hard to get the attention of readers. A little game/contest like this just might be the little boost that's needed to 1) keep your e-mail message from being deleted (heck, I read it and I don't even book speakers) and 2) get your target to actually read (or at least skim) your full set of materials. It won't work for all your readers, but will anything?
The idea could easily be applied to an association's website, on-line bookstore or catalog of courses. But, what about using it to get people to view instructional videos or read application manuals or guides. Would the "game" distract from the readers ability to absorb the material? My gut says it would work best when your goal is awareness not instruction, but who knows. Getting someone to skim something is better than nothing! At least they would be aware that it's there, for when they're really interested. Anyone tried something like this?
Mickie,
Another slight gimmick for getting attention -- I've only done this a couple times a few years ago and don't know if I'll ever do it again, even though it worked -- when sending a promotional email (particularly one for a product that could conceivably be an impulse online buy), wait a couple hours after sending and then send another, simpler email with a "corrected link" subject line, indicating that some emails sent earlier might have had an incorrect link, and here is the correct one.
Ok, not the noblest or most clever of tactics -- but conversions doubled with the second email both times I did it. Still, I'm not all that comfortable with it and I wouldn't want anyone to make a habit of it (I am on one marketing email list where the guy does it all the time, in fact that's where I first picked up on the tactic).
Posted by: Kevin | January 30, 2008 at 06:06 PM