We all know that dogs love to please their owners by following commands. Sit! Stay! Roll-over! Go fetch! These commands are never more than a couple words, and their meanings are clear and distinct. Dogs listen and look for commands that are easy to follow, and most will happily obey if there’s a reward involved. This got me wondering, as marketing is such a “command-driven” industry, what can we learn by thinking like a dog? Ultimately it comes down to clarity of communication. When building email newsletters or campaigns, always make one thing clear: the call to action. Now, read!
Fighting for Attention
Okay, so maybe it’s insulting to compare a human to a pooch in terms of attention and comprehension, but increasingly people are embracing the mantra of multi-tasking, for better or worse. Not too different than a dog that’s easily distracted, people online are jumping from page to page, tab to tab, chat to chat, and email to email. Every piece of content is fighting for attention, and your email is just one fraction of it.
With multi-tasking and attention spans in mind, smart companies are building and optimizing email to stand out in a crowded space and achieve their goals. Just take a quick browse through Really Good Emails and you’ll see what I’m talking about. This curated list shows off the kind of emails that catch a reader’s attention, emails that have been built with a conscious purpose behind them, with the design and messaging to convey it.