We all have a way with words. Audiences perceive messages differently and at different times. Communications, such as emails and posts, each requires an analysis that is conducive to the moment, times, and trends, relying less on consistency or awareness of facts and more on engagement. By employing a more direct-marketing approach, businesses and marketers can reach a greater state of reaction, creating an emotional connection with their readers. Users that perceive a greater bond with brands tend to be most loyal, while companies that live in the moment, tend to live by the deal of the moment–managing their productivity until the next deal.
Why do you miss me?
Humanizing your message can have a profound impact, drawing the reader in further than typical messages. Yes, knowing that a company is open for business, or if it delivers, is useful. However, the message itself is far less engaging–ending there and filed away perhaps to be recalled later. However, a message of remembrance, for example, implies a prior interaction, one that requires a person to make that claim and another to interpret it.
Conversion
In seeking an answer to that miss-me question, more information may be needed. Readers will tend to linger, scanning the page, assessing visuals, reading the email, clicking the post, etc., all to find the answer. This allows marketers to further prescribe what the audience needs or what the next action should be. Jumping to a call-to-action is what has been learned over the years, but does not answer the issue of timing. Instead, it relies on the fact that right now is the right time, no need to ponder. I would ask, do you want pizza right now? Perhaps a few people will, but the majority would consider when to have that pizza, which covers a larger period. The key is to put time back on your side; more time to get your message across and more time for it to remain top-of-mind.
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