Home  › Email › Email Marketing

First Impressions: E-mail's Drive in 2009

  |  November 24, 2008   |  Comments

Three elements you should consider investing in to ensure your e-mail marketing campaigns drive the strongest first impression.

What would you rather do today? Drag four large tires up a hill in San Francisco or sit by the beach in Aruba?

Regardless of your choice (although I'd love to know who picked the tires over the beach), the way you decided was to create an impression in your mind of what each experience would be like. That first impression drove you to act.

In e-mail marketing, first impressions have the same power to drive a recipient to act.

In 2009 we will all be faced with marketing and advertising budgetary challenges. In e-mail marketing, one could invest money to make improvements in over 80 different areas, such as delivery technology, creative design, and segmentation strategy. Deciding how to invest so you get the most value from your spend will be the most critical decision you make. So how do you do it?

The most effective e-mail campaigns in 2009 will be decided by one thing: the first impression they make. It may sound crazy, but it's true. With reliance on e-mail marketing growing on an almost hourly basis, the volume of e-mails we consumers receive will continue to rise. And in an overloaded inbox, your e-mail must make a powerful first impression.

For 2009, there are three elements you should consider investing in to ensure your e-mail marketing campaigns drive the strongest first impression:

  • Deliverability. If your e-mail doesn't make it to the inbox, it can't make a good first impression. When you look at the return any e-mail marketing investment will drive, making sure your e-mail makes it to the inbox drives the highest ROI (define).

  • The subject line. It may sound like a tactic, but the subject line is the first impression your customer sees. When your message is read on a smartphone, the subject line may be the only chance you have to ascertain a high level of value in the recipient's mind. The recipient will decide whether she should flag the message for future action based on the value and relevance the subject line suggests is inside.

  • The welcome process. The welcome e-mail/process is probably the very first e-mail-based interaction your subscriber has with your company. If your company isn't sending a specific welcome e-mail (not a welcome landing page once she signs up), you're missing the opportunity to lock in a 137 percent increase in spend from your new subscriber in 2009. For more insights on who's creating the most effective welcome and subscription campaigns and who's not making the grade, visit the Email Experience Council's whitepaper room and look for its new report, "E-mail Subscription Benchmark Study."

In 2009, e-mail's effectiveness will depend greatly on your ability to break through the clutter and create a strong bond with your reader. If you could only spend your budget in three areas to do this, spend them on deliverability, subject lines, and the welcome process.

P.S. For those of you who want to go beyond the first impression for 2009 and are looking for 90 days' worth of e-mail marketing insight, check out my new book, "Email Marketing: An Hour A Day."

Join us for a Advanced Keyword Research for Search Ads on December 3 at 1 pm EST. Learn how to identify and refine the initial set of possible keywords; score your keywords by popularity, specificity, and other factors; and more!


Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...