Knowing what people do with e-mail pitches can help your campaign's success.
Last week, I did a Webinar with the Email Experience Council in which I shared some very interesting research from a Harrison Group study conducted with digital publication readers. (You can see the study results here.)
A key finding was that people enjoy digital ads more than print ads. That's because digital ads allow them to engage with the products and services they see, on demand. I thought this was a very interesting statistic and could possibly be a reason that e-mail marketing is still such a successful medium for us today!
Think about it: in most cases, a marketing e-mail is intended to be pretty. It strives to include compelling copy that makes you want to engage with the copy and imagery to move once step closer to a purchase or relationship with the company that sent it. If an e-mail's successful at its job, it garners a click, a sign of engagement, and success. Even when people complain about e-mail, they secretly love it, because it offers them immediate access to products or services when they're in the mood. The love/hate relationship people have with e-mail can be compared to the love/hate relationship people had with J.R. Ewing from the television show "Dallas" back in the 1980s.
When building an e-mail marketing strategy, you must remember that people will have this love/hate relationship with whatever you send to them. You'll never be able to please all the people all the time. That's why your e-mail program approach must remain consistent with your brand strategy and include both multiple touches and multimedia integration.
When people receive your e-mail, they do one of five things with it. Knowing what these are when you plan your campaign can help you be much more successful in the future:
No matter how we try to evaluate and dissect e-mail marketing strategies, sometimes we just have to go back to Psychology 101 and remember that our audience is made up of plain old humans, like you and me, who love things one day and hate them the next. Keeping that in mind will help you keep a grounded approach to your e-mail marketing strategy. And, if you're lucky, it will also give you a leg up over your competition.
Jeanniey is off this week. Today's column ran earlier on ClickZ.
Join us for a ClickZ Webinar: Transparent CPL Advertising: The Biggest Missed Opportunity in Your Online Strategy on October 15.
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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