At my place of work, these are all scenarios we deal with regularly as members of a large team that relies heavily upon email to communicate. But how we handle each of the above can set the tone for our relationships and respect for one another.
Not surprisingly, fewer marketing messages were tagged as spam; instead being tagged as promotional. While that’s a slight improvement, the real victory is getting to the inbox – which now requires end-user action (setting a particular vendor’s messages as inbox-worthy).
When Gmail rolled out it’s tabs for email organization, it defaulted most promotional material to the “Promotions” tab. If users were only passively engaging with brands sending that were sending them emails, chances are that those emails are going to this new tab and not the true “inbox”.
I just read a fantastic article by Anna Papadopoulos that should serve as a good checklist for determining when it’s appropriate to send an email.
I want you to start thinking about your email messaging differently moving forward.
I will be presenting at the 2012 Marketo User Summit in San Francisco from May 22 – 24.
If you are an email marketer, you need to be thinking about how people are now consuming email. This activity has been taken for granted for many years, but it has changed dramatically in the past few years with the proliferation of smart phones that can render HTML properly.
Pretty much every marketer has managed an outbound email campaign that has at one time or another sent out an email with an error. That’s why it’s good practice to have a solid quality assurance and review procedure prior to sending any message out. But what happens one an error slips through the cracks?
Nurture emails should be short and too the point. You’ve already collected the prospect’s information; now, you need to understand their interests.
I conduct a lot of training and education helping companies learn how to perform basic email nurture marketing. If you are using email and not performing nurturing as your email list members “digitally age”, then your campaign is outdated.
