Getting email right in 2008
Email is one of the biggest challenges marketers face in 2008: Still capable of generating a stunning ROI, but requiring the analysis and guidance of experts to overcome the problems “success” has created for it in the past 20 years.
Just consider this list of biggest marketing concerns about email from a survey taken of B2B and B2C marketers last November by MarketingSherpa:
#1: Recipient mailboxes are swamped. All email suffers.
#2: Spam is eroding trust.
#3: Email doesn’t get the budget and attention it deserves.
#4: Willingness of people to opt-in to new lists.
#5: Lack of accountability and measurement.
#6: Image blocking negatively affects creative email.
MarketingSherpa is offering three days of seminars, training, and case studies at their Email Summit in Miami Feb. 24-26 to address these issues and more. I’m betting most readers of this blog have already signed up. If you haven’t, you probably need more help than you realize or you’re willing to admit yet (there are a few tickets left). Though the one-day MarketingExperiments email certification course at the Summit is now sold out, you’ll shortly be able to take the full-length course online.
Here are some tasty email tips from MarketingSherpa and MarketingExperiments experts to hold you in the meantime:
• Segment, then target. Generic blasts are out. Finely honed messages are in.
• Build trust. It’s key to open and conversion rates. According to the MS survey, 50% of respondents said emails that arrive too frequently are spam, even when they’re from companies they know.
• Make a strong, value-added offer every time. Don’t waste your customer’s valuable time. See above.
• Eliminate incongruence and discontinuity. See MarketingExperiments research for more on this topic, but here’s the gist: If someone reads your email then gets a confusing, disruptive message from your Landing Page, you’ve lost them. And they won’t be back.
• Get enough budget. Email expertise and technology will take real money. You get what you pay for.
• Test. In 2008 you must have a solid ability to deeply analyze your lists and track metrics; e.g., click-to-open ratio, revenue per email, leads per email, engagement per campaign.