Comments on: Using Email Marketing

By: Gini Dietrich

Gini Dietrich — Wed, 07 Jul 2010 22:04:14 +0000

Interesting, Jon. We just sent our first newsletter (in seven months) today and, though it’s chock full of information, it definitely falls into the multiple column family. I wonder how we could deliver the same content, in a normal looking email, that didn’t seem overwhelming?

By: Jon Buscall

Jon Buscall — Wed, 07 Jul 2010 22:02:36 +0000

I was thinking about this today funnily enough after listening to the latest Ductape Marketing Podcast, which took up the whole issue of email marketing.

I find the most successful strategy comes through using a lot of the (great) tips given above; however, it’s also a case of delivering emails that don’t actually look like direct marketing. With one client I’ve found we get much beter results avoiding heavy html mails that “look” like adverts. Reading multi-columns in email isn’t second nature to a lot of people.

In a focus group we ran we discovered that a lot of people just wanted great content, delivered as if it was a personal email to them in single column like “normal” mails.

I guess the bottom line is test and tweak to see what fits with the customer.

By: Steve Nargang, PE

Steve Nargang, PE — Thu, 03 Jun 2010 19:11:38 +0000

One of the major challenges to this method is competing with the large volumes of other emails the target audience is already getting. With some other marketing methods, there is a more captive audience.
The marketing email needs to show it’s differentiating value immediately at first glance, otherwise it’s too easy for them to hit the delete key …

By: Gini Dietrich

Gini Dietrich — Thu, 03 Jun 2010 18:50:13 +0000

Curtis, it’s a great thought, and one I think about all the time. When we do our newsletter, we spend an inordinate amount of time making sure it’s value-driven and provides something of us to our readers. I, like you, delete an enormous amount of automated newsletters, but as I think about it, it’s because they all sell wares. They don’t provide me useful tools or tips. I think that’s the driving force: Think marketing vs. sales.

By: Curtis

Curtis — Thu, 03 Jun 2010 18:38:28 +0000

It’s hard to argue with numbers, especially conversion and clickthrough rates. There is no denying that email campaigns are successful if pulled off correctly, however I was presented with an interesting point while discussing landing pages the other day. A fellow on the other end of the wire reflected that with so many people doing landing pages or sales pages that require an email address and name in exchange for the inevitable “free” offer, we might be approaching what he referred to as “email auto-responder hell.”

After pondering this for some time it occurred to me that I receive 45 emails each day (on average) that are automated as part of some professional newsletter, sales letter, etc. I delete the majority of them before even opening… and I don’t think that I am the only one.

My concern is this: With so many companies out there engaging in email campaigns (especially auto-responding emails), could we be approaching critical mass soon when this process is rendered useless?

By: Scott Hepburn

Scott Hepburn — Thu, 03 Jun 2010 15:16:42 +0000

I love a good email drip campaign. Make me anticipate your emails the way I anticipated each new episode of Lost, and I’m yours. Consumers know your email is designed to sell them something — better make it compelling!

By: Mimi Meredith

Mimi Meredith — Thu, 03 Jun 2010 05:57:57 +0000

Gini, thank you for continuing to provide such rich resources to those of us trying to jump into all these communication channels on our own. I have had my email campaign on the back burner for months. These specific keys may just unlock the binds of indecision that seems to keep me from forward progress. You’ll know I’ve succeeded and you’ve created a star pupil when you see something that meets all these objectives arrive in your in box soon…well…before the end of the quarter…third quarter is, of course, the quarter to which I refer.

Thank you!
Mimi