An interesting phenomenon is happening in e-mail these days: we've finally hit the point where e-mail volume in our personal and business lives has surpassed our ability to digest the content with any high level of comprehension. As e-mail marketers, we must be aware of this and master it.
According to JupiterResearch, the average person receives 41 e-mail messages a day. I'll go out on a limb and say you probably receive three times that amount on a good day. E-mail recipients are now challenged with going through their messages as quickly as they can, whenever and wherever they can, just to keep up with the deluge.
Sadly, the effect of this e-mail barrage detracts from marketers' ability to conduct a quality conversation with readers. This phenomenon is often referred to as e-mail ADD. My estimate is that for every three words you type, only one is read or retained. This is a scary reality for consumer marketing e-mail and even scarier in the business world.
In an increasingly digital world, e-mail ADD won't get better. Gaining an understanding of the implications of e-mail ADD is only the starting point. Knowing how to work within constraints to define effective, successful messages is the only way to regain control of the conversation. You must also be aware of message equity, the level of trust your message receives. For example, equity is low if the message looks or feels like spam. People won't respond to it or read future messages. If the equity is high, the perceived value of the communication is also high.
Here are three of the most common ways to fight this battle:
Combine these three efforts and you'll succeed. Our culture holds the number three in high regard.
In e-mail, three is also important. It's the optimal number of times you should put a message in front of readers to maximize clicks. It's also the number of e-mail messages new subscribers will read to determine if they'll stay engaged with your brand's e-mail program. And it's the average number of e-mail subscriptions a reader opts in to for a given category.
Acknowledging that every e-mail, personal or business, needs to battle not only reputation, relevance, and delivery but also e-mail ADD, and understanding how to leverage the power of three to help you do that can move you three steps ahead in creating a most successful conversation.
I'd be remiss to end this column without giving a shout-out to the person who inspired me to write about the prevalence of this topic (and whose name is in this column three times). Thanks!
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
May 22, 2013
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June 5, 2013
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