Every once in a while, you learn something unexpectedly. This time, my latest lesson came from good old Google. Not from its new priority inbox, and not from any new service it launched. This lesson came from Google Alerts.
I am a Google Alerts addict. I use it to track my professional exposure, company news, competitors, and industry elements in general. It works like it was meant to: headline, teaser copy, and a link. In most cases, I scan them and move on. I rarely click.
But recently, I found myself reading an article that came into my Google Alerts on "digital magazine" from Clutch Magazine. The headline of it was "Should Black Men Blame Jesus Too?" The article turned out to be a very interesting review of the reasons the African American culture has a high incidence of single people. It had such interesting snippets that I ended up reading some of it out loud. Apparently being single used to be a black woman's challenge and now, it has become quite even for men and women.
After I got over this article's content, I started to think about what lessons an e-mail marketer could take away from Google. Here is what I ended up with – consistency :
When I took the time to compare these to e-mail campaigns sent by some of the best campaigns out there, I was surprised. So many of us don't adhere to these four C's in e-mail. Messages carry different formats, layouts, instructions, and other elements that cause our readers to experience 4 C's of their very own: confusion, concern, conflict, and even contempt.
Take a few minutes today to set up a Google Alerts if you never have. And if you have, check out the next one that comes to you and compare it to your e-mail program. Which set of C's are you offering your consumer?
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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