If you have internet you must be feeling the same content overload that I feel.
Since the pandemic began in early 2020 I recalled seeing my inbox implode with emails almost immediately. Everyone, I mean everyone wanted to fuel connection. The trouble with too much too often is the overload conundrum. My inbox becomes a sea of emails I don’t have time to read, it becomes noise. And I am one of those folks that loves to keep my number of emails unread very low. I mean low, like 2 to 5. Work email especially. I flag them or star them to keep myself accountable to tasks that need my attention. But for the most part I skim through emails to make sure I don’t miss important deadlines, obligations, appointments or events. With “content overload” it sure makes it difficult to reach your audience.
What makes your email campaign content stand out without the content overload?
- Frequency: If your emails are being scheduled out with great succession that surely can make it difficult for your audience to: a. stay on top of what you already sent them AND b. care about what you sent them.
- Attention Grabbing: Have your subject line standout among the sea of emails. I’m a fan of emojis!
- Unique content: Share something NEW and exciting with your audience. Don’t tell them something they already know, this keeps them more engaged.
- Relevant content: Stay relevant to your audience. If they can’t relate to your content they will unsubscribe. Note: Unsubscribers are doing you a favor. Don’t waste unnecessary time on trying to capture their attention they’ve made their choice to step back and that’s okay, it’s not personal.
- Simplicity: Keep your emails short (dear God). Your audience will likely not read your lengthy email that has no photos or icons, or colors to break up the monotony of reading your boring email. Sorry to be so blunt but it’s true. We folk have a short attention span, let’s keep it short and sweet. Gifs (moving images/graphics) do help keep the eye interested. Be sure to use alternative text to reach your audience that use screen readers. The alternative text helps describe the images on your emails, website and now social media imagery too.
Providing Humanity in Marketing
- Elicit (positive) emotion, especially connection: If you just flip on the news, you are inundated with content that elicits fear, negativity and division. Phew, let’s not use that same influence here in their inbox. Help solve a problem, bring positivity to the inbox, share goodness and inspiration. The very last thing you want to do with your messaging is for it to become someone else’s white noise. If you can accomplish connection in your emails, that’s something special. Societally many of us have felt disconnected but if you can help even for a moment to inspire your audience feel connection you’ve accomplished something truly amazing.
- You are NOT for Everyone: Release the idea that you are for everyone. It is an impossible expectation to have when deploying your marketing strategy. Focus on your sweet spot bullseye audience and allow for your inbound audience to discover you.
- Allow for Discovery: Again, help solve a problem, educate your audience, and inspire them to make a decision about your business. What I have found is that individuals love “discovery” of new businesses and products. Allow for that discovery to happen by sharing your content piece meal through your social media posts, blog posts, and newsletters. That inbound audience will follow the breadcrumbs and make their decision on purchasing from you based on that important groundwork.
Honor where you are
I attended a ED (Executive Director) Roundtable event with Jackson Hole community yesterday and I felt inspired by the presenter. Paige Curry, ED of Astoria Park Conservancy is taking a step back from social media as she recognizes the “content overload” and quite frankly I respect that. She claimed as a mother she doesn’t have time for catching up with everyone right now and needs a personal break. She felt perhaps her audience felt the same. I thought to myself, “Amen, sister. Amen.” In fact, many of the takeaways from her leading of this ED Roundtable inspired this blog post. Thanks Paige!
On a personal note, staying up night after night glancing at my phone has just stopped working for me. It kept me stressed and “on” too much. When you work for yourself or when you work remotely you can easily get sucked into the never ending to-do list that looms. Put down the device and walk away. I am typing this last sentence and shutting my laptop because the next thing on my list can wait until tomorrow.
Good-bye, content overload.
