Right now, as successful adopters of Eloqua we have a leg-up in that our messages are presumably more relevant than those from competitors who haven't yet adopted marketing automation. We have the advantage of right time, right message, right person workflows.
But as marketing automation adoption continues to skyrocket, what happens when everyone’s messages are relevant? Now what? Competition for those 2-seconds of attention becomes even more challenging. Even now, my inbox is already full of relevant messages. For example, I am a member of at least 20 LinkedIn Marketing Automation groups and continue to receive extremely relevant discussion topics all day long.
So how can you get your relevant marketing email to move to the front of the line, in a sea of relevant messages? Try incorporating:
All other things being relevant (excuse the pun), we tend to take action on those messages that are (1) Urgent, then (2) Important and finally (3) Convenient.
- An email from my bank suspecting fraud on my account is both urgent and important. I would definitely stop everything and take action.
- An email reminding me I have only 30 minutes left to register for a popular workshop is urgent and worthy of my immediate attention as well (assuming it is relevant and important).
- An email inviting me to an insightful webinar 4 weeks from now may be important but it is not urgent.
Many studies indicate that people wait until the last minute before taking action. To prove this, I recently helped a client with a webinar registration test in which over 43% waited until within 24 hours of the event to register, despite the initial invitation and reminder emails being sent 2 weeks prior. Leveraging the last minute is a sure-fire method of getting your message to the top of the list and “forcing” action.
Don’t Fake Urgency
You can’t always create urgency when there really isn’t any. Don’t fake it whatever you do. We all hear the radio commercial that makes an offer to the next 20 callers only, that runs every 2 hours.
Making it Important
If you can't make it urgent, try and make it important. I know everything we marketers send out is extremely important (at least in our eyes) but it may not be perceived that way by the recipient (shocking I know). One way to help sell importance is to make it scarce.
You’ve developed an eBook that contains information rarely seen before. Your offer is a complete paradigm shift, a game changer. You’ve figured out a way to put a square peg in a round hole. You're giving away an iPad2. Make your message important by including scarcity when possible.
If there is no urgency, and your message is not particularly earth-shattering, at least make it convenient. This is one reason video is so successful. It’s easy and requires very little effort. If I’m confronted with 20 relevant messages, none of which are particularly urgent or important, I’m definitely responding to the one that requires the least effort first.
P.S. So what happens down the road, when everything becomes relevant, urgent, important and convenient? Yikes. I’m not sure what we do then. Maybe we put down our devices and pay some attention to the person next to us?
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Automation Best Practices Consultant
-Subscribe to my blog