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 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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