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).
I want you to start thinking about your email messaging differently moving forward.
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 If you are using email and not performing nurturing as your email list members “digitally age”, then your campaign is outdated.
Updated Oct 1, 2014 – Both methods for writing “email” are correct. But this highly debated topic was somewhat put to rest recently when the AP Style Guide officially announced it was dropping the hyphen from “e-mail”. And atlas, the world rejoiced. I never appreciated the hyphen in e-mail, so now we can write it (and not be accosted by our editors) without the hyphen.
The bottom line is that email marketing is always evolving. If you don’t believe me, then you are doing it wrong, and possibly out of date. There are always new things to think of – be it social media integration, mobile-readiness, conversions, tracking, etc. So, keep up to date with technology by researching constantly.
