Identity and style as a tool
One of the most famous Czech copywriters, Pavel Šenkapoun, asked three fundamental questions at the beginning of his lecture:
- How to design newsletters so that readers don’t unsubscribe?
- How to do emailing so that recipients don’t perceive your messages as SPAM?
There was only one answer: through identity . Identity is the face you set. It gives space for projection and identification. It is the main partner for communication. Pavel presented 10 different styles that he noticed during his time. The first two show how not to do it.
Stolen identity – we firmly hope that this problem no business owner database longer occurs in e-mailing. It is a no name sender address. Pavel advises: Don’t let your identity be stolen and always fill in the sender’s brand in the field.
Wrong persona – if you don’t have personas ready that match your target audience, your identity will be ineffective.
The identity of a distracted creative
Pavel used himself as an example: he sends NL once a year and each time it is of a different length. Sometimes even imperfections can play a positive role.
Identity for everyone – a typical example is Alzák, which plays the role of a hanger for various identities, with which a large number of segments can identify.
Borrowed identity – the company FG Forrest, as, chose a brand based on a film character and it works perfectly for them.
Evolution of identity – the chosen identity can evolve united states america data over time and there is no need to dogmatically adhere to it. Pavel gave Fakturoid as an example.
Successful segmentation
highly personalized emails where the NL only contains products close to those the customer orders. If a customer buys dog food at your pet store, don’t send them a flyer with cat supplies.
Authenticity is the key to a successful identity. Authentic learn about 10 benefits of integrating nubox for your company human communication can win over even seasoned managers of multinational corporations.
Philosophers – some NLs are subscribed to not only for the information, but also for their style. An example is Roman Věžník, whose philosophizing is simply fun to read.
A very different newsletter – NL by Richard Woox proves that sometimes psychological rules are more important than spelling rules and that a distinctive style can work.