We must get to know our customers better than they know themselves. In order to communicate with them, we’ve got to speak their language.
This was re-confirmed in an Email Marketing A/B test I ran recently.
I was to send an A/B test to Millennials in a very unique situation – they were Marketing Masters classmates of mine. For this reason, I could operate untraditionally, but I also had a goal of surprising and delighting the recipient. After observing the evolution of emoji use in communication, I decided that if I was going to err, it would be in speaking my audience’s language. I crafted content that would resonate with my audience and promoted it through the Email Campaign. I used emojis in the subject line and provided topical content to the stressed students in the final 2 weeks of their semester.
The results were over 50% open rate and 25% clicked. Beyond that, I got so much feedback, including screenshots of content that resonated with my audience. This suggests that I was at least partially successful in my goal and was able to generate promoters who shared their positive feedback with a larger audience.
One size does not fit all, so make sure you truly know the language before speaking it. Once you do, however, don’t hold back – don’t bite your tongue!