For marketers, e-mail is our life. Fast, easy, responsive, personal, and so much more. E-mail is what brings us closer to our consumer and makes sure they never forget our brand. But when we are not in buying mode, e-mail has people so fast, simple, easy, and mobile that sometimes we abuse it to the point where it would drive even the most hard core e-mail marketer to beg not to receive e-mails.
Here are some samples of well-intended e-mails gone bad:
Scenario 1: The multitasking e-mailer
What the e-mail said: "Look at me! Tell me what you think. Don't respond directly to the MD send to me so I can edit your response before she sees it."
What the e-mail was supposed to say: "Look at this message! Tell me what you think. Don't respond directly to the MD send to me so I can edit your response before she sees it."
Nope…the HR team did not fire this person for editing what a coworker thought of her. But it did cause a few laughs.
Scenario 2: The auto-correct e-mailer
What the e-mail said: "Hey Lunatic. I wasn't quiet, sure I understood your lady comment. Can you call me?"
What the e-mail was supposed to say: "Hey Lee. I wasn't quite sure I understood your last comment. Can you call me?"
Um…if Lee the "lunatic" does call, I'm not sure it is going to go so well.
Scenario 3: The overworked e-mailer
What the e-mail said: "Can you send me an update by the end of the day?"
What the e-mail was supposed to say: "No one really knows…This e-mail was too vague."
While humorous, and in many cases these errors hit very close to home, these examples remind me of some things we, as marketers, need to keep in mind regarding our e-mail marketing campaigns:
For us in the e-mail marketing field, e-mail will continue to be a valuable part of our messaging strategies only if we use it with care. The last thing we want is to receive an e-mail saying "don't send me e-mail."
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.
June 5, 2013
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June 20, 2013
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