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Doug Burr is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

In 2007, Seth Godin explained, “People don’t want email; people want ME-mail” in his TED talk on how to get your ideas to spread. The concept is that people are only interested in their own wants and needs, and the only way to gain their interest is to deliver their wants and needs.

It’s now 2018 and we live in a world of increasingly optimized and personalized digital experiences — from remarketed ads featuring items currently in our online shopping carts to video suggestions based on a complex algorithm of the genres we binge watch the most.

The concept of ‘Me-Mail’ is now truer than when Godin first posited the notion. While personalized ads and videos suggestions exist during one’s public consumption of the Internet with no barrier to entry, their inbox is a semi-sacred place and entry requires a truly legitimate reason — be it offers or information — that must be constantly revalidated.

Thus, the offers and information being sent must pertain to the specific interests of the recipient as much as possible – or the messages and ultimately the sender risk auto filtering to the junk or worse yet… facing unsubscription.

The time, cost and value associated with a customer’s inbox is too valuable to risk losing easily, businesses and marketers must focus on sending email as a means of providing of value. One must segment, analyze, utilize variable data and a variety of analytic resources to diversify email content to appeal to their “ME-mail” subscribers.

The increasing amount email messages to satisfy the needs of the various subscribers' warrants utilizing or creating templates for quick, easy or automated sending is necessary for an effective and timely campaign to deliver the valuable messages the user wants to receive.


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