I came across an interesting bit of information over at iMediaConnection.com.
The study shows that email messages that promote only one product or service generate more sales than emails that promote multiple products and services. This is not surprising to me at all. In an earlier post, I highlighted the fact that one of the biggest complaints about business-to-business websites is their overabundance of information. Such an overabundance turns off potential customers. As the study says, “It is logical that the same [an overabundance of information] would apply to emails.”
The findings of this study can also be applied to company newsletters. Instead of overloading a newsletter with five or more articles, focus on the three most important articles/topics and only publish those three. Some marketing professionals believe that you must have a lot to say in a newsletter. I disagree. You can have little to say in a newsletter, just make sure whatever it is you do say is important.
In closing, I believe the study reflects the busy lives of people today. In today’s instant information age, we no longer have the patience to wade through large chunks of information. Our marketing techniques should incorporate that fact.