Email Marketing By The New James Bond

We’ve already discussed what the old Bond would do with email marketing. We know that the old Bond is missing opportunities to connect with his audience. This is something the new Bond would rather avoid.

So what’s so different about the type of email the new Bond would send?

The first thing is the new Bond would never send an ‘e-blast.’

We’ve already mentioned how the term paints a very different picture in your mind. A picture that actually makes you dismiss the importance and power of the e-mails you send.

So if not an ‘e-blast’ what then?

What if we change the term to ‘message?’ Doesn’t it immediately change your thinking? It instantly becomes more personal.

The new Bond adds this personal quality to his emails.

• First it actually comes from him. A person. James Bond, MI6.
• He shares short pieces of information that would be of interest to the reader.
• The tone is conversational like the person were right in the room.
• The format is suited to email.

Here’s an example of this new Bond method:

Now let’s just take a look at the nature of the email above

It puts my interests first by asking, “Would you like to see a free children’s show?” Then it adds the benefit for opening the email, “We’ve got one.”

This is also the subject line of the message. I know exactly what information I can expect once I open the message.

This may not seem like a big deal. But when your message is in someone’s inbox competing with tons of other messages you don’t have time for cuteness or cleverness.

I need to know if the message is for me and why I should bother opening it.

A new Bond message respects my time

It’s pithy. It tells me what I need to know right away. More importantly it focuses on one thought: Museum Trip. It doesn’t go on and on creating a laundry list that’s going to overwhelm me with information.

Let’s look at another example:

The message above is about a special sneak preview of a brand new show. This gives their audience a chance to feel like an insider.

The message also offers fans the chance to get involved by voting on their favorite scene when they see the show. Then there’s the link to the sneak preview video that helps build excitement.

Each message gives me a chance to see a little bit about what they’re up to. This insider’s glimpse allows me feel connected.

Here’s another:

And my favorite:

Why is the above message my favorite? Because think about how we use email in our everyday lives. We don’t send these the fancy, template emails to each other. We send text. Short text based messages. This conveys the message based on the way we normally communicate.

Did you notice the new Bond stays in touch?

That’s right there are multiple messages. Old Bond would just send one asking you to buy tickets. The new Bond establishes a frequency. This is so there’s an ongoing relationship established which strengthens the ask for tickets.

The new Bond looks good too

Did you notice how easy it is to read these emails? Each is formatted for the web. They’re not in this playbill format where everything is in the center with huge blocks of text. You know, like old Bond.

Reading online is much different than reading off-line. What works in one medium isn’t necessarily going to work in another. New Bond makes this adjustment. This improves the chances of the email actually getting read.

On the go…

New Bond also keeps in mind somebody may be reading this on the phone or mobile application. If he’s using this crazy, template thing, some people may not even be able to read it. Another reason why text e-mails are so important.

New Bond doesn’t try to reinvent the wheel. He keeps it easy for people to get the information they need. When it’s difficult all it does is frustrate people. It doesn’t allow him to make that connection. Instead it pushes people away.

But do these tactics really pull people in?

Let’s see what Mark Lonergan, Artistic Director of Parallel Exit, has to say:

“I’ve been posting regularly, attempting to use the tactics we spoken about and it’s been an excellent.

Lots of people interacting with me on the Facebook fan page (now up to 480+ members almost the same size that our Facebook group was,) and good responses to e-mails we send out as well.

The best part is that I feel like we are going to achieve what we talked about — getting a core group of people who feel that they’re invested in the journey of Parallel Exit, which is terrific.

Thanks so much, as always, talk to you soon!”

And here are some thoughts from Taryn Drongowski, Executive Director of Astoria Performing Arts Center:

“I feel like the Journey Factor helped us establish a voice. It put a person behind the work. In development there’s a saying that people don’t give money to organizations they give money to people. The higher your personal connection is, the more people are interested in supporting you.”

The new Bond makes it easier for people to feel connected. This builds his relationship with his audience. This is more beneficial over the long term.

Let’s summarize what the new Bond brings to email marketing:

• Engaging/He puts his audience first
• Communicates as a real person
• Designed for the web

Now that we know the fundamental differences between the old Bond and the New Bond, how do you apply this to your email marketing? Next time, we’ll explore the simple changes you can start making right away for better results from your email marketing.

Giddy-Up: How to Get Started with the Super Amazing Journey Factor