Oracle Corporation places great importance on talent management. An integral part of this is the Oracle University which seeks to keep key people up to date with new technology skillsets. Program Manager Sandra Curran attended the Brightspark Effective Email Writing Workshop in June 2005 to find out how to adjust writing style to increase the response rates from their internal communication emails.
Says Sandra, "after attending the Effective Email Writing Workshop, one of my main aims was to USE the very practical information gained from the day."
Sandra listed a number of ways in which the training material was applied to Oracle's internal communciations:
- Reduced the amount of text in the emails
- Use simpler text, shorter sentences, active verbs, bolding, colour, etc.
- Changed the structure of our emails to include more images and to incorporate images into the header
- Include a call to action on the right side of every email, and repeated at the bottom of the email (phone, web, or email, and sometimes all three)
The Effective Email Writing Workshop is very practical. Once you know the secrets of effective email copywriting, you won't forget them. Sandra applied what she learned right away and reports that average open rates on Oracle's email campaigns have increased to 28%. Open rates are now significantly higher than the industry average for internal communications.
If your email communications are suffering from static or declining open rates, maybe it's time to learn the secrets of copywriting for the online environment. Contact us today to find out about the next public course, or, like Oracle, we can tailor make one just for you.
