New Year Resolution: More Email

10 01 2014

Why do you keep getting ever-increasing volume of email messages from marketers? Because it works. McKinsey reports that “….e-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined.”

As you consider that statistic, also consider what really matters in developing an effective email campaign: 1) quality of your email list; and 2) effective messaging. Don’t fixate on the creative surrounding your message because that rarely (if ever) impacts lift.

What else matters? The complete experience. Make sure the call to action is clear and explicit. If you’re expecting them to click a link, make sure it’s optimized for mobile where 60% of all emails are read. Make sure to test. Create several cells with different copy and see if there’s a significant difference in results. Share your lessons. Make every touchpoint with a customer an opportunity to learn more about them.  Then share the outcomes with peers throughout your organization.

Finally, personalize your emails. As I mentioned earlier, the volume of email continues to grow so relevance matters. Gilt Groupe sends over 3,000 variations of email a day using consumer behavior to determine who gets what message, offer, and call to action. You may need to invest in the infrastructure to make this possible but it’s likely that the ROI will be well worth the investment.

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