Upside to 2020?
I know everyone's delighted to see the back of 2020.
But some good came out of it.
Without, in any way, minimising the lives, jobs, work, security, relationships lost. Of course.
But some positives?
I haven't been to an airport since March last year.
All those shops that only took cash, before? Now happy for me to tap.
In the middle of lockdown, I got to meet the neighbours. They hired a mobile Prosecco scooter, and we all met up - socially distanced, of course.
We now actually speak to each other.
Clients who would never have considered training by remote embraced it 100%. Amazing uptake.
I've had more time at home, less in a hotel.
And seen a lot more of the kids.
See? There are some positives to 2020.
As a copywriter, it's useful to be able to see two sides to every story. Turn negatives into positives. And check the downsides of positive messages.
(See Quote of the Week, below.)
That said, I am glad to put last year behind me, too. I survived.
Onto the articles that caught my eye this week ...
Not so Flash
Some of you have known me since the 1990s.
Scary, I know.
So you'll back me up when I say I've never been a fan of Flash. I've been pretty vocal over the years.
I remember sitting in meetings 20+ years ago complaining about it.
'Loading, loading. loading - just so I can see a b100dy animation of your logo. Rubbish!'.
Traditional marketing approach applied online, I reckon. The web is not a TV ad.
Anyway, as of 1 January, it's gone. No longer supported by Adobe.
Good riddance.
Webinars
Remote learning: copywriting courses, by remote. Got an internet connection? You can learn. Pick your topic, then contact me Nice idea, Jon ... >
Email stats
The annual update from Litmus: their State of Email Engagement in 2020.
The result of analysing 10 billion emails from Jan. 1 to September 30, 2020.
Top email clients: Apple iPhone 33%, Gmail 32%.
Apple Mail is the top desktop client.
Open rates by time of day: US, 9am-12 noon; UK, 11am and 9am; Canada, 10-11am; Australia and NZ, 10am or 11am.
Average time spent reading an email: 11.82 seconds.
How often people print an email: 0.18%.
Average forward rate: 0.36%.
Gen. Z
Generation Z (the 'Zoomers') - born between mid-90s and 2010.
A new report from Wunderman Thompson. It cost $1500, so, no: I didn't buy it. Not even for you, my readers.
But they share some insights in an article.
Here's an interesting quote:
' ... the precocious awareness and dogged drive that set them apart from their millennial predecessors has evolved from a cool pragmatism into a seething anger at the world they’re inheriting.'
Think Greta.
Hmmm.
Anyway, some stats they share:
• 85% of gen Zers believe brands should be about something more than profit
• 70% would rather do something meaningful than make a lot of money
• 65% consider themselves to be savers rather than spenders
• 75% believe that their generation will change the world
QotW
Quote of the week:
'The real voyage of discovery consists not in seeking new lands but seeing with new eyes.' Marcel Proust
Workshops
• Maximum Copy: online and in-house
• Copy Ninja: the craft via Zoom
• Writing for Digital: about the web, over the web
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