Are we trying too hard with our e-mails? Should we be focusing them better on certain demographics?
A few nights ago, I was on a red-eye flight from San Francisco to New York. I usually fall asleep the second the doors close. But not this night. Instead, I was kept awake by six "beauty queens" who were on their way to New York City to become famous models. They spent five hours and 50 minutes with all the lights on, (and small compacts open just enough to reflect the overhead light into my eyes) fixing their hair and makeup and talking about the future. (I am not making this up).Girl 1: So, um...do you think we will be prettier when we're famous models because we will have lots of people doing our hair and makeup and stuff?
Later on in the flight, they debated Botox.Girl 1: So, should I get Botox?
Conversations like this continued for the entire flight and I started to question who in the world has a conversation like this? And then I started to look at their makeup brands, clothes, etc. and attempted to determine how much money they spend on all of these items. Then I began wondering if these pretty girls read e-mails or if that was just too much to ask of them.
I ended up deciding that these girls probably do read e-mails, but only if they feel they will help them with their life quest of becoming famous. That made me think - are we trying too hard with our e-mails? Maybe with every e-mail we create, we should ask ourselves...would a pretty girl read this? This includes:
The "pretty girl theory" seems to make sense. It's in line with some recent research ExactTarget released showing that 58 percent of U.S. online consumers begin their day interacting with companies on e-mail, compared to 20 percent who start their day on search engines and 11 percent on Facebook.
Whether you decide to follow the "pretty girl" theory or not, rethinking when and how your e-mails present themselves provides a good opportunity to do some fine-tuning before the holiday retail season starts.
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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