More than ever, e-mail now has a voice, a purpose and power. And, since September is typically a planning month for most companies, it is time to think strategically, tactically and operationally about e-mail in your 2007 plan. Unfortunately, as we've seen time and time again, e-mail rarely gets the full consideration in the panning process it deserves. That being said, in the August E-mail Experience Council newsletter, Jeanniey Mullen identified the top 10 areas to focus on for 2007 planning. Here they are:
1) List acquisition, growth and opt-in efforts.
2) Welcome and early engagement messaging.
3) Deliverability and rendering.
4) Cadence and competitive frequency.
5) Content and the impact on the total user experience.
7) Technology and database integration/workflows.
8) Metrics and analytics.
9) Multi-channel integration.
10) Packaging your efforts and needs to present to the C-suite.
Of all of these areas, my bet is that learning how to effectively package and contextualize e-mail inside your company, and getting the support of your colleagues and peers, will be key and have a big effect on 2007 for you and your company.
Yes, 2007 is going to be the year of e-mail. But not just e-mail as we know it, e-mail in its new form; acting as the backbone of all digital marketing.
Help kick off 2007 in the right way by getting involved in planning for e-mail now. Don't assume that it is a line item you can budget down the road. Here are a few ideas to help get your brain out of vacation mode and back to business:
1) It's trade show season. Attend the major industry events (like OMMA New York and Ad:Tech) for key tips and tricks.
2) Network for help. Many times, people view trade shows as places to sit in a classroom environment and learn about a topic. They neglect to take the time to meet and speak to their peers, who can often provide some very helpful assistance.
3) Build your business case for e-mail now.
4) Read all you can about what others are doing in the space.
5) Access resources: At the EEC, to help us get back to business for 2007, we recently placed a call out for content and ideas about our subscribers and members' favorite destinations for e-mail news and advice. We also asked for white papers and case studies we could share with others.
6) Leverage what you learn for e-mail, and apply those standards and best practices to other digital marketing channels like RSS and mobile.
The exciting turn of events in the world of e-mail has created an entirely new landscape to build from as we move forward. Take advantage of it now, and get a leg up on your competition.