Inspiration from the 2015 Email "To-Do" Lists of Leading BrandsI'm just back from the MediaPost Email Insider’s Summit at Deer Valley in Utah ski country. Boasting record attendance and the active participation of big brands, the event is always a nexus for email marketing growth, expansion and innovation ideas. With attendees from Wendy’s, Office Depot, Amazon, Bank of the West, Angie’s List, American Airlines and countless other marquee brands, this time didn't disappoint. In short: everyone’s excited (and in some cases a little daunted by) the email marketing goals they aim to accomplish in the coming year. Here’s what’s on the 2015 “to-do” list of top marketers and should be on yours as well:
Unless you overhear a conversation about porn spam, the words “email” and “sexy” don’t get used in the same sentence very often. Email, the loyal silent workhorse of social media, steadfast driver of e-commerce, overshadowed stepsister of search, is more often likened to Martha Stewart – reliable, conservative and past her prime – than Angelina Jolie – slinky, seductive, and unpredictable – although both have built sizable empires of wealth and influence. That is, until now. Oh yeah, we’re finally bringing sexy back to email marketing.
When I teach email marketing, I always explain that there are two main “flavors” of messages: broadcast email – a uniform message sent to everyone on the list, and triggered email – a message triggered by an event, time or action sent to a specific person for a specific reason. Although you can segment your list and version your broadcast campaigns to specified groups with different offers and creative for say, men vs. women, the real power of personalization and relevance lies in trigger-based email. Jupiter Research* found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email (this is even higher response than tightly-segmented broadcast campaigns receive). And if that’s not enough reason to get on board, eMarketer just reported that
It’s been said before and it bears repeating; when it comes to those traditional three pillars of direct response marketing “the gold is in your list”. So, it pays to treat it like the treasure it is. In Part 1 of this series I explored ways to attract new prospects to your list. Still, the reality for many marketers and business owners is that the majority of their email list subscribers are customers, not prospects. They are people with whom we have an existing (and hopefully, positive) business relationship. All the more reason to protect your treasure. Yet that Achilles heel of email customer lists remains: it seems impossible to get the email addresses for 100% of your customers. With few exceptions, (say, you sell only online and email address is required on every sale) some customers are just never going to hand over their closely guarded email address (or the specific address you want). Others now prefer to communicate with you on social media (largely Facebook and Twitter). Still more are happy to stay old school – they want phone and direct mail communication. Send ‘em their catalogs and coupons and they’re content.