Allegra Michael Grant

 

 

 

 
Confusion Says……….

Email Marketing is all about Control, but Control for whom? Well, first and foremost,
control for ME, the recipient, the target, the client, the customer, the entire reason why we are sending
the email in the first place. ME can read and respond at leisure without interruption. Do you know what
ME does first thing in the morning? Well, according to ExactTarget 58% of them go to their email and
49% say they always open emails from their favorite companies. They could be going to you, the email
sender.

Speaking of the sender and Control, naturally, emails provide a vehicle for brands to send messages
according to their schedules and if ME likes it, then the majority will respond within 24 hours, according
to the LYRIS Marketing Guide. So, the sender gets control, fast deployment and fast reaction. It gets
Speed of Response. This is a sender’s dream. Some brands send emails in waves to different MEs within
a demographic, testing responses and adjusting accordingly. The campaign literally interacts with the
market and according to feedback, morphs into what is the best message for acceptance and response.

Oh Yes, One Last Thing. MarketingProfs talks about the power of post scripts. They are powerful in
direct mail marketing and they are powerful in email marketing as well. They list five things you can do
with your post script to generate more clicks in your emails:

  1. Restate your key benefits and call for action.Click here to get……..
  2. Make another promise or introduce a surprise benefit.Act now and you will also get….
  3. Provide more credibility.Company X used this idea and got………
  4. Communicate urgency.Use this when a REAL timeline or limitation exists. This offer expires…
  5. Restate or expand on your guarantee. If not satisfied we will promptly reimburse you…

Here we are, using old methods for new technology. Is it, “the more things change, the more they stay
the same”, or are the changes we see only the tip of the iceberg? Let’s mix it up a bit more with some
other avenues of choice.

Next week: A look at Cross Channel Marketing. Are we confused yet?