News Article Published:
Thursday, 21 August 2008
Category:
Legal
Marketing experts have suggested that a technique pioneered by advertisers in the 1950s could work equally well in the email campaigns of the 21st century.
Writing on the bizreport.com website, online expert Helen Leggatt said that she believed that the Johnson Box was just as effective in email marketing as it was when it was popularised in the 1950s for direct mail campaigns.
She explained that the technique was named after copywriter Frank Johnson and involved highlighting the product or service's unique selling point in a box. Placed 'above the fold', the information would be the first that the recipient encountered.
Ms Leggatt added: "With many email users employing preview panes, those first few lines of your email message need to work hard at catching their eye and averting their finger from the delete button.
"As well as including key messages and hooks, a Johnson Box tactic that is unique to email might be to add a link to view the email content online or to prompt the recipient to add the sender address to their contact list."
The expert pointed to a report on ClickZ that suggested that one email marketer saw 220 per cent rise in response rate to emails that contained a Johnson Box.
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