9xb - Creating Online Success

VIRAL EMAIL MARKETING - SOME THOUGHTS

It's easy to become bored of the formal corporate front that most companies put up. Once a relationship has been established, you probably find that the most productive relationships you have with clients are the ones where you can share a joke with them and feel relaxed when you are talking. That informality and friendship makes you both more understanding and honest with each other. Unfortunately, the approach that most businesses take to winning business is rooted in the formality of pitch, presentation and proposal.

It crossed our mind as we helped to spread a small Christmas viral email for 9xb. The idea was primarily to let our customers have some fun at our expense. Anyone can use the system to send a customised Christmas card to their friends, family or colleagues by uploading a picture of their choice and a personalised message.

Of course, within minutes the guys in the studio were using it to send scurrilous (and vastly amusing!) emails to each other and we're kind of hoping that our customers will use the card in a similar way. Once you see the potential of sending someone any picture you like it doesn't take long to think of something you know a friend is going to find very funny and diving in to send it off.

Yes - I Can Imagine How it Would be Funny... So What?

If you use a tool like this, there are several potential payoffs. And pitfalls - more of which later.

Firstly, it is a way to put yourself in front of customers in a less starchy, formal way. Instead of the usual Strictly Business quarterly newsletter you are giving people the chance to see you in a different light. That can help to foster the impression that you are approachable.

Secondly, it is a way to put your brand in front of people who are one step away from existing customers. The best marketing is word of mouth - as people trust referrals from their friends above any amount of expensive advertising. If you can get your customers to forward your ideas on to their friends, you are putting your brand in front of more people who might need your services. Whereas anonymous mailings from businesses generally end up in the bin, something sent by a friend will generally be seen and read fully.

Thirdly, it is a way to get traffic to your website. Include a link somewhere in the email and make a special landing page to reinforce your message. If anyone needs your services in future, they'll know where to find you

You Mentioned Potential Pitfalls..?

Once you start letting people add their own content, pictures and words to something with your branding on it you can expect someone, somewhere to use it for something unsavoury.

How you respond to that risk is down to you. If you're like us, you'll wax philosophical and accept the risk. If you are sensitive to such matters, then then the best option is, perhaps, to create virals that don't allow people to add their own content - by using other methods such as creating games.

The more radical step is, of course, to skip the whole idea and send out some leaflets instead (we're rolling our eyes at this point!)

Today's Moral

Many people today become involved with brands not just because of the products or services they offer, but because of the associations they have with that brand. Stuffy, unlovable corporations, trying to create and maintain a 'professional' facade will always lose out in such an atmosphere. Viral marketing that lets people create their own messages can help to put your brand in front of savvy, influential consumers and generate a profile for youself that you never expected.

Notes and Queries...

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