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:
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 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.
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
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.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015