by Raymond Smith | Thought Leadership
A recent article from the CMA confirms what many of us have already been experiencing: email marketing is not only surviving – it’s thriving. They quote the 4th edition of the Global Data & Marketing Association’s International Email Benchmark Report and report that “more than 80% of marketers rely on email” to drive both traffic and conversion. With open rates above 40% and click-through rates a healthy 6%, it’s an indispensable channel that marketers should be fully committing to.
Importantly for Canada, market differences call for different approaches. A combination of audience size and regulation means Canada needs a more curated approach, with “targeted campaigns that favour depth over breadth”.
There’s no better way to mine that depth than through the disciplined art of storytelling. And storytelling truly is an art; weaving a compelling narrative that both entertains and informs at once. And it’s an art that used to be practiced regularly on the pages of magazines; it was called the long-copy ad. In many ways, CRM is the new long-copy ad.
Back in the day, one of the best practitioners was Timberland shoes. Long before they were the footwear of choice for rappers, they were the go-to shoe for the sail-boat set.
In one 309-word double page ad, Timberland talks about features and benefits that are relevant to their audience. “Let us explain, starting with the sole. It has such a profusion of siping (razor cuts for traction) that the number of leading edges exceeds the traction capacity of traditional soles by a good 50 percent.”
It Takes Time to Build Your Credibility
And why does that matter? Because wet decks on sailboats are slippery, and these shoes will help. It’s copy that demonstrates that they’re in tune with their purchaser and their concerns.
They also talk about fit, but the message they’re really sending is ‘we’re thinking a lot about this stuff’. And that’s reassuring. It also goes a long way to justifying their price. People don’t mind spending on quality, and by explaining all the little features and benefits of their product, they’re reinforcing the perception of quality in every ad.
Other Timberland ads talk – at surprising length – about the brass eyelets used on their shoes. Why brass? Because seawater causes steel eyelets to rust. If you want your shoes to last, you use brass. And then there are the long-wearing leather laces! You get the idea.
You don’t see those ads in magazines anymore. ‘People don’t read. People are time-starved.’ Sure…maybe. But also, don’t worry. The art hasn’t died, it’s just changed locations. Because yesterday’s long-copy ads are today’s CRM.
CRM: Your Lead Gen and Retention Secret Weapon
Good storytelling in CRM takes the time needed to inform and persuade, just like long-copy ads. And because CRM is a permission-based communication, you know you’re talking to a friendly audience about a relevant subject. According to Fortune Business Insights, lead generation and customer retention are the most often cited functions of CRM.*
What that means is that your audience is a friendly one and you can spend a little more time engaging them. They’re coming in warm, so warm them up some more with information they’re predisposed to.
If someone opts-in to emails about your cars, talk to them about the cool details in your cars. Tell them who designed it, and how. Mention the hidden little features. Pull back the curtain a little…or a lot.
Your audience is ‘warm’; engage with them
If they raise their hand to learn more about a travel destination, don’t just talk about the beach that they can see for themselves in pictures. Talk to them about the head groundskeeper who’s been keeping the place looking its best for 20 years. Details matter.
Draw your consumer in…tell them secrets…tell them a little more so they’ll want to know a lot more. Like Timberland, tell them about your brass eyelets and why they matter. Take the time – and space – to tell your story, and don’t forget to weave them into it in a personal and relevant way.
Sure, we’ve all been on the wrong end of a long story that doesn’t go anywhere. We’ve also heard ones that keep us on the edge of our seats. Good storytelling in CRM does the latter in a way that engages your customer, builds your brand and results in sales with every point of contact.