Dare to Do Mighty E-mail Things
Seven parameters for an effective e-mail strategy.
Seven parameters for an effective e-mail strategy.
Over the past six years, I’ve written over 70 columns imparting my views, wisdom, and, at times, frustration around the issues that have affected the growth of e-mail as a viable channel in the ever-changing communications world. Like you, I’ve read numerous columns written by my ClickZ colleagues addressing issues of the day and providing a range of tips, tricks, and insight to better leverage this channel.
For many years I had a front row seat as e-mail rose while heading one of the industry’s leading e-mail communications firms. Having left that post some six months ago, the location of my seat has changed, and with it my perspective on what’s critical to e-mail as part of an integrated communications strategy.
You’ll find no rants or raves in this column, nor threats of dire consequence. This year represents a watershed moment for all of us in the communications business. My advice to those who are truly interested in success in the years ahead is to heed these parameters:
Instead, use that time to leverage the capabilities available to you to increase customer acquisition and retention and to upsell. Stop listening to IT folks who claim they’re the only ones on Earth who can build what you need. Great technology is in the market. Establish a demanding list of features and functionality, then find a vendor that can serve your needs.
Customer service must to be much more these days. If your provider isn’t proactively offering tangible insight into your campaigns and how to improve effectiveness, it’s time to start asking why not. Stop thinking about e-mail as print production or direct mail blasts. Your provider and the people who work for the company must provide value-added insight as part of their agreement to serve you.
Push at your peril. E-mail isn’t broadcast or direct mail. It provides an opportunity to engage customers in a meaningful dialogue. Treat it like print production or piecework, and you’ll greatly dilute its potential value. You’ll probably do your company and brand serious harm in the process.
The difference between messaging and creative is profound. Messaging is meant to engage customers much longer than the time spent turning a magazine page or hearing a :30 spot on TV or radio. We have the opportunity to engage customers on a level that drives them to make a purchase or an inquiry leading to a purchase. You need only look at search’s incredible growth to realize the Internet can engage customers in transactional activity. It takes more thinking to construct a dialogue. It takes even more thinking to create exciting, relevant dialogue. Many folks have yet to prove they can aid marketers in taking dialogues to a level of measurable improvement in sales and profits. Traditional agencies are too caught up in the creative award business to focus on building trackability and accountability into bottom-line messaging strategies.
While we’re at it, make sure your needs are served by the partners you select to assist you in leveraging the incredible technology available in the marketplace. If they aren’t, you aren’t doing your best to grow your business.
Dare mighty things this year.
Until next time,
Al D.
Al is off this week. Today’s column ran earlier on ClickZ.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.