Expert: Marketing messages should focus only on one idea

In today's fast-paced digital world, it's easy for marketers to want to send as many messages to a consumer as possible. According to a recent article from American Express Open Forum, though, marketers should concentrate on sending only one developed message to consumers at a time.

By doing this, marketers can increase the strength of their message. Extraneous information distracts from the message as consumers can only read, understand, process and take action on one main idea, asserts the site.

While marketers may have a lot they want to say about their product or service, Open Forum suggests saving that information for follow-up messages. This allows them to increase the chance of receiving a response.

The site also recommends marketers make only one specific offer. Again, this helps focus the consumer's attention to a main offer, rather than overwhelming them with information.

Both of these concepts can easily be applied to emailmarketing campaigns. For example, a marketer could address one central issue and include a related offer. The email, however, could contain links back to a website with supplemental information.