Many years ago (and I mean MANY), when I started my career in email, I had a mentor whom I still respect very much. One of the most important lessons I learned from her was the 40/40/20 Rule of Email Marketing. I would walk into just about any meeting with her, and she would tell clients that 40% of their program's success was driven by delivering someone the right message; 40% was driven by getting the message to them at the right time; and 20% was determined by the creative. She would say that you could write your offer on …
Anyone who has ever heard me speak knows that I'm a huge fan of focusing on the objective, whether it's focusing on an email programme, a newsletter or an individual email. That's what will set you on the path to conversion. I'm going to take this one step further now and propose that for every email programme we set up, we focus on the objective of this programme and name it accordingly.
I had the pleasure of moderating the first panel at the fantastic three-day Email Insider's Summit in Portugal, joined by an expert team of email marketers as panelists. Panos Melissaropoulos of Moosend, Sana Dubarry of Epsilon and Kay Kerman, an email marketing consultant, all shared their insights on the best ways to optimise for conversions with your email marketing programmes.
Over the years I've discovered that many email marketers perform email marketing as their job, yet they don't use many of the basic principles of marketing that other channels, both online and offline, use. It seems many email marketers are not actually focused on marketing at all, but instead simply emphasize creating and sending
OK, so I took some liberties with the line "All I wanted was a Pepsi" from the song "Institutionalized" by Suicidal Tendencies (one of my all-time favorite songs). But after trying to change my email address across 25 email subscriptions, I felt about as frustrated as the teenager in this song whose mom accused him of being on drugs -- but all he wanted was a Pepsi. Why? Because almost nobody makes this process easy to do. Sorry to say, email marketers, but most of you get an "F" for the effort it takes to change an email address.
Attend any email marketing conference that has a session on subject lines, and I can guarantee it will be filled. Our fascination with them isn't a mystery, as in essence we're all on the search for the silver bullet: a subject line that will always work. Sadly, that silver bullet doesn't exist.
I must be getting cranky in my older age. Little things are starting to annoy me more now. So, email marketers, I'm begging you to fix your email-marketing programs. Get your act together so I can enjoy my morning coffee without spitting it out in disgust. My email-marketing pet peeves aren't just about aspects of your emails but also how you run your programs and processes. Here they are, divided into two categories, Program Management and Email Practices:
A successful shopping experience isn't just one where you find exactly what you wanted. Dedicated shoppers know it's also serendipity, such as discovering a tasty gourmet ravioli on your way to pick up a 25-pack of paper towels. Sending the most relevant offers to customers is important. So is using email to introduce products to customers who might not find them any other way, or who think of your company and products only once a year at holidays. A family vacation in Greece got me thinking about email's essential role in discovery as well as sales and branding, and how …
What makes an email successful? Delivering the right message to the right person at the right time on the right device. As a communicator, I like to think of these attributes as context. Here are some ways to get the context right and improve your program.
Humans are lazy by nature. I don't believe that's a surprise to many of you, but how many marketers actually use this knowledge to their advantage? Think about it. How many us know that we have multiple options for buying certain products, yet we gravitate to the brand that provides the easiest checkout, or sends us those emails that we can't resist opening? It's also very likely that brands we're loyal to are the ones we feel understand us the best and provide us with the better experience.