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Wednesday, November 6, 2019

Email Marketing has come along way!



Did you know that mailchimp reports: "The first email, sent by Ray Tomlinson in 1971 or 1978 depending on your source, marked the beginning of the modern communication era. The message was nothing special, a series of numbers and letters that looked more like a password than a message, but its significance was profound." (click here to see the full MailChimp Report)

I have three active email accounts I check everyday. I have a personal account, my Howard Christian Church work account, and my Lock Haven University work account that I consider my active email accounts (I also have an email with Cabrini University, I just don't check it everyday). Of the three major email accounts, I received over 140 marketed emails just today. My spam guards filtered out over half of the emails. I deleted fifty five and I read seven.  What was special about the seven? I had a personal connection or trigger which caught my attention and motivated me to open and click through the information.

In 2018 there were more than 281 billion emails a day and it is estimated that there will be over 333 billion emails a day in 2022. There are days I feel like my in box receives everyone of the billions out there. As email marketers, how do we connect with our target audience and become one of the emails that is opened among the hundreds received everyday? How do we make our emails come alive to the recipient?

I believe it takes relationship. We need to listen to our audience. Then we think about what they need. Followed by a strategic plan to speaks to their needs.  Good emails will offer one of these four actions:

  1. Ask the recipient something.
  2. Offer an intriguing, caring, compassionate, or thought provoking response.
  3. Make the recipient feel encouraged or flattered or important.
  4. Reengage a cold contact with a stand-out touch.

Again, it comes down to relationship. Are we peddling a product or are we developing content which engages the recipient. To move our recipients down the email funnel of

send -> deliver -> open -> click -> convert

We must be willing in to engage in relationship. Email marketing isn't easy, but it is worth it. Just like any relationship isn't easy, but in the end, it is worth it.

Your know I love ya, Don




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