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Marketability eBulletin

Welcome to our latest fortnightly eBulletin, posted here on 28 September 2021. In this issue:

When planning your email content, do you give enough attention to landing pages?

According to Hubspot, 7 out of 10 people who arrive on landing pages bounce straight off them again. That’s 70% of people persuaded by your email content potentially now lost.

I see a lot of marketing emails where clicking through is not a great experience, where I arrive on a page which seems unrelated. I’m ready to read on, or even to buy, but it’s just not made easy enough because the connection between email (or social post) and web page is not clear.

If you’re wondering how much this applies to you, Hubspot’s Landing Page Best Practices is a great read. Although predicated on a landing page being a form designed for conversion, there are plenty of useful takeaways if your pages act as bridges between email and website too.

CTAs, button copy, subject lines and pre-header text are all hot topics brought to our Email Marketing Workshops by participants, but none of these can do their job if the landing page doesn’t seamlessly continue the reader’s connection. Which is why they’re always covered.


GDPR in a post Brexit world

I’ve had two conversations this month with people who assumed that GDPR (General Data Protection Regulation) no longer applies in the UK now that we have left the EU. Hence this item for anyone else out there who may be unsure.

GDPR definitely does still apply, unless we’re happy to not do business with EU countries. It was not ‘imposed’ by an EU directive, but rather was part of a wider initiative to bring all the data protection legislation of EU countries into alignment – which is a good thing, as it protects consumers and reduces red tape associated with trading across borders. (Really.) This is also part of a global movement, in which all countries want to demonstrate to all others that they take individual privacy seriously. We all communicate and transact across borders and need these assurances.

That said, the UK is now in a position to review its data protection laws. After Brexit, the UK government re-wrote them to mirror GDPR, so they would be ‘ours’ to change, but remained functionally equivalent to EU law in the meantime. Any changes will still need to conform not just to EU but to global data protection standards.

In a nutshell, for the moment it’s business as usual. But watch this space and do read this helpful article in The Guardian for more.

Email marketing is where we’re most impacted by GDPR and other data protection legislation, so naturally it’s covered on our Email Marketing Workshop.


Can you identify the message from this version of it?

‘It has been shown that the regular ingestion at 24-hourly intervals of at least one portion of the fruit of Malus sylvestris (per os) is associated with a significant reduction in the frequency of physician domiciliary visitations per head of population.’

I am indebted to Liz Wager for bringing this to my attention and to Tim Albert for coming up with it originally. (If the answer’s eluding you and it’s driving you mad I’ll post it to our Facebook page tomorrow.)

Copywriting should be all about expressing what we need to say in the simplest, most direct terms, so that readers can absorb it readily without unnecessary cognitive effort. This still applies if you’re working with very specialist subject matter, where the relevant vocabulary is needed to convey your message precisely – it’s what your audience needs and wants to be persuaded. (And that’s before we consider SEO.)

If we’re working with academic authors who dress up a simple message to the point of obscurity, we owe it to them as well as potential customers to rescue it in plain terms.

Our Copywriting Workshop is the place to be for more like this. We still have some availability for in-company tailored courses this year.


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Tip of the week: Be alert to the power of precedent

Marketing (in publishing at least) is both opportunistic and about making a little go a long way. We spend time trying to strike the best deal we can. Once achieved, the chances are it’ll be repeated. So when an author connection secures us a great deal, or brings us to the attention of a high profile journalist, it makes sense to make contact again to invoke that precedent.

But precedents work both ways. I recall an occasion when a conference organiser refused to let us support authors who were speaking with displays of their books. They wanted us there, but as fully paid-up exhibitors. Sometimes you have to walk away to avoid setting a precedent that’s not in your long-term interest.




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