Email Marketing Love/Hate

by Abby Lambert

 

Oh, the early days of email!

  • “Spam” was just tinned meat
  • Junk email was the occasional chain letter from a coworker
  • “Unsubscribe” was not in the dictionary

 

Fast-forward to today:

  • My inbox is flooded daily with dozens of marketing messages
  • Thank goodness there are special folders for junk and spam email
  • “Unsubscribe” is what I want to do to stop the junk/spam

 

I’m a recipient of email marketing and I’m a marketer who uses email to reach customers.

On one hand, I know email marketing is effective and affordable. It’s highly targetable and—when used correctly—can result in gratifying conversion rates. On the other hand, I resent the distraction of those unwelcome messages in my inbox.

At its best, email marketing is almost magical: mix words + images + code and send. Then, watch as people respond by opening and clicking. At its worst, it invades privacy, annoys people and clogs inboxes.

Therefore, I’ve developed my email marketing mantra for 2016. For each marketing email I develop I promise to consider the person reading it:

  • Is the information helpful?
  • Is the message clear?
  • Is the content relevant to their situation?

In turn, I promise to read emails that are helpful, clear and relevant to me!


Interested in the latest email trends? Below are link to several resources from email marketing industry leaders:

MailChimp: 2015 in Review
iContact: Online Marketing Predictions for 2016
Litmus: Make better email in 2016 – Planning workbook

 

 

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