At the recent MarketingSherpa B2B Marketing Summit in Boston, I had the chance to interview noted marketing strategist and best-selling author David Meerman Scott about email marketing…
Thanks to a generous sponsorship from ExactTarget, David will be the keynote speaker at MarketingSherpa Email Summit ’11 in Las Vegas. He brought up some really good points, especially about personalizing email messages. At MarketingExperiments, we’ve taught extensively about having a conversation with your customer in an authentic voice, not a marketing voice. As Flint McGlaughlin says, “People don’t buy from websites, people buy from people.”
At first, it might seem counterintuitive. I know it was for me. But having to write up a Research Article on this topic back in February really solidified the idea in my head. Here’s an excerpt from that article…
For example, one avenue of communication often overlooked is the “From:” field. Which email are you more likely to open? An email from Sales? Or an email from a Technical Support Manager who has sent you a personal message using his name?
In your entire life, you have likely never had a conversation with a Sales Department. A Sales Department did not come in on Monday morning and share the amazing hike he took with his son over the weekend. A Sales Department was not upset when his dog of 16 years died. And a Sales Department has never helped you make your computer run faster.
But Brian probably has. And when you talked to Brian about that computer or that hike, he likely didn’t speak in vaguely generic terms (“Walked on Trail,” “Save on Memory”). He told you his story in a way that related to you. (“I know how you loved hiking on Big Talbot Island. Well, this weekend we went there and spotted a school of bottlenose dolphins just yards from the trail,” “You can speed up your Dell Latitude D620 with this free memory tool.”)