When we think about marketing e-mails these days, we tend to think about two unique types:
But, have you ever stopped to think of what percentage of your e-mails falls into another bucket? A bucket of people who aren't sure what you want them to do?
I realize that may be a silly question in your mind. How can anyone not know what to do when an e-mail comes? It's e-mail after all. Not necessarily true. I decided to do a makeshift survey to explore this topic further. My initial findings showed that only 41 percent of people who have opted in to a company's list for one reason or another felt they knew why the company was sending e-mail to them, and what the expected response was. That means 59 percent of the responders were unsure of why they received the e-mail they got, or what they were supposed to do with it.
It sounds kind of strange considering that most e-mail copy is very clear: "learn more," "buy now," "register," "stay tuned," etc. What seemed to be confusing to recipients is the lack of relationship between the reason and driver for them signing up for e-mails, and the messages they receive.
Mary sees a banner and goes to your Web site. She is really interested in recipes you offer. She signs up for your e-mail on the recipes page.
She gets a great welcome e-mail and an e-mail about recipes, but then starts receiving e-mails selling other things on your site. It's not that she doesn't know what to do when she reads the e-mails, it's that she hasn't been trained on how to make the "consumer convenience connection" to those e-mails and the content inside. No transition or connection was made between "you love our recipes, maybe you will also love the tools we use to cook them" or "now that you have tried our recipes, try learning more about xxx." (This scenario holds true for the B2B (define) space as well. Just use the example above and replace recipes with events.)
While seemingly simple in theory, many e-mail marketing companies find "responders" to a certain e-mail and decide to try to extend the relationship by introducing other offers and services. When done without careful planning and context, you could be confusing your customer.
So, how do you avoid this?
There are three questions you should ask yourself to ensure your e-mails don't fall into this trap:
Asking yourself these three questions will help you get to the heart of how effective your e-mails are in enabling readers to know what to do.
I found this study so interesting that I decided to put my money where my mouth is with VIVmag.com. Using the expert assistance of Alchemy Worx, we are going to start from scratch with rebuilding an e-mail program that improves sales and engagement by focusing on ensuring we have a strong "consumer convenience connection."
Follow my column for updates on how this effort goes.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
March 19, 2014