Focus on the Fundamentals
It's essential to get the fundamentals of email right before implementing advanced techniques such as dynamic messaging, responsive design, and behavioral targeting.
It's essential to get the fundamentals of email right before implementing advanced techniques such as dynamic messaging, responsive design, and behavioral targeting.
Read the website and marketing materials of any email service provider (ESP) or email agency and you’ll hear all about dynamic messaging, responsive design, and behavioral targeting. While I’m all in favor of these things and have been talking about dynamic messaging for a decade, I do have one major misgiving.
I believe it’s essential to get the fundamentals of email right before implementing advanced techniques such as those listed above. What do I mean by fundamentals? I think there are five key things to ensure you have nailed before you start with the advanced stuff. I also believe that the bar for these essentials has been rising. What was OK a few years ago is sub-standard today.
Today’s list growth fundamentals include real-time activation messaging. Ten years ago it was acceptable for there to be a few days delay between signup and welcome message; today it should be immediate and more than just a text message from your web server. It should be a fully branded introduction to your company and your email program.
Right now there is another item that is pushing to become a new fundamental, and that’s responsive, or mobile-optimized, design. It’s not there yet but it won’t be long.
To summarize, I’m totally in favor of running cross-channel, automated, behaviorally targeted, dynamic campaigns with sophisticated business rules. But only once the fundamentals are in place.
If you aren’t growing and maintaining your database, ensuring your audience is engaged, and receiving good content on a regular basis, then you will be building on sand. Not to mention missing out on the easiest wins in email marketing.
Until next time,
Derek
Image on home page via Shutterstock.