The Inbound Campaign that Stopped Me Dead [The Nerdery]
Subject Line: [Webinar] Content Strategy without a Content Strategist.
An e-mail with this subject line landed in my inbox (after it was forwarded to me from THREE fellow employees) last week from The Nerdery, the Minneapolis-based interactive production company, and it stopped me dead in my tracks.
Could it be? An e-mail, related landing page, and relevant offer that filled all of the checkmarks of a perfectly crafted example of inbound communication? I’ve dissected my experience to illustrate the campaign that transitioned me from a “stranger” to an “evangelist” for the organization.
Step 1: An intriguing (yet direct) subject line.
Three people from Duo forwarded me the e-mail (a UX designer, a UX front-end developer, and a senior account manager) with similar messages: “Hey Ariel you should check this out”, “Thought you would like this webinar”, “FYI maybe an interesting webinar”. This subject line peaked the interest of various members of our team from different departments to the point that they felt compelled to share.
[ ] CHECK. Make your content shareable.
The copy that Ryan Carlson used in the e-mail tells a story and is written in a way that is interesting, easily digestible, and personalized. I outlined some key areas that made the e-mail feel like it was written specifically for me. In particular, the language “SAVE MY SPOT” that appears on the registration on the CTA at the end of an e-mail resonates as I envision someone saying to me and me alone, “Ariel, I’ve got your back. I have a spot saved for you.”
[ ] CHECK. Make your content personal.
If you regularly download ebooks or register for webinars the look and feel of the typical white background, black font, and various colored call’s to action may seem a little ho-hum at times. The landing page that loads after I save my spot stops me in my tracks because it’s visually arresting and it’s cool. The sleek black and dark grey background is far from the landing page norm and the power of the design compels me to read all of the copy presented before me (something I rarely do.) The copy in the e-mail and the landing page are consistent and reiterate exactly what the webinar will entail.
Bonus points for only requiring me to fill out 4 fields on our first meeting, not asking for too much, not asking for too little, but asking for the perfect amount of information from me during our first engagement.
Double bonus points for inbound marketers: See that tiny text below the SAVE MY SPOT button? If you don’t have your glasses on you it reads as follows: The Nerdery may contact you with additional educational content. You’re free to unsubscribe at any time. This is a great way to leverage your conversions from one promotion in order to contact them in the future while being direct and honest about it.
[ ] CHECK. Create a landing page that converts.
This campaign from The Nerdery belongs on your list of inbound best practices and should be printed out and tacked up right in front of you to remind you on a daily basis of how to do inbound right.