Good Email Marketing: It’s All About ME!

Allegra Michael Grant

 

 

 

 

Confusion Says……..

Okay, so last time we looked at some of the technical stuff. So what? I mean we can send out the
technically correct emails, but we’re still not getting the responses we want. How do we improve that?
Well, how about saying something of interest to ME, the recipient.

Studies by ExactTarget show that 67% will provide their email address for discounts and promotions.
55% will do so to get a “freebie”, 50% to get updates on upcoming sales and 45% to get updates on
future products. So, people consider emails as an accepted method to engage with brands.

To talk to ME you must have something compelling to tell. In other words, it’s the content. The subject
must be relevant and focused on what ME wants. It must per personalized to the degree that you
know not just ME’s name, but also who ME is and what ME wants. It should be centered on An Event
- 71% higher open-rates and five times higher ROI than a standard weekly newsletter according to
MarketingProfs. Next, you could try a Cross-channel strategy. These yield a 143% increase in response
rates.

So, the term, “Email Blast” is dead. Long live “Email Marketing”. Long live compelling, targeted
messages composed through data driven insights with relevant information.

Next week: Email Marketing: Control, Speed and Oh Yes, One Last Thing