Go to any e-mail marketing conference or event and you will hear people saying that "the days of batch and blast are over." That "e-mail marketing has evolved" and many other nice sounding statements. But…are they right?
Last week at a breakfast with a colleague from the past, I was put on the spot when he asked me if relationship marketing was no longer important in the e-mail industry. He then proceeded to name six well-known brands who he recently signed up for e-mails with, and received nothing except discounts, deals, and offers. By the end of the breakfast, we coined the phrase "the Groupon phenomenon" and chalked a lot of the behavior up to the perception that e-mail recipients respond well to deals.
After the breakfast I went back to the office and took a look at my onboarding strategies, as well as others. What I found was, he was right. Most companies these days give you a welcome e-mail and then plop you right into a deal-based strategy that may employ the latest retargeting techniques, mobile elements, or other social features. Yet, it appears we have lost something that has become valued and expected by our consumers: the relationship building messages.
In a world where we suffer inbox asphyxiation, it makes sense. What brand wants to crowd an inbox with e-mails that just say "thanks" or point out product features? At the end of the day, however, it seems removal of these programs is somewhat shortsighted.
Here are five ways you might want to check the efficacy of your e-mail programs:
These starter questions could help ensure your e-mail program has not fallen into a rut. If you know a company who excels in this area, share it in the comments. Everyone always loves being inspired.
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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