Direct marketing
"Even when you are marketing to your entire audience or customer base,
you are still simply speaking to a single human at any given time." — Ann Handley
I really like this quote.
Direct marketing allows you to segment and effectively target an audience. And yet brands often communicate to the masses and lose sight that they’re trying to connect with someone - a person - at the other end.
Tailor your copy and focus on building a relationship with that one person opening your email, clicking through and reading your content. Empathise with that person and consider ‘what will they think after reading this, what might they feel’?
If you were your customer, would your copy resonate with you?