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Untapping Email's Potential
The days of "spray and pray" emails are over. At least that what customers keep telling companies, with their refusal to open irrelevant email messages and their upgraded spam blocking software. But unfortunately, many companies just aren't getting the hint. Volume rules in a lot of marketing departments, where cheap technology is the strategy behind blast emails that don't do anyone any good. In today's 1to1 Weekly lead article, Email Marketing Strategy at a Crossroads, Don Peppers and Martha Rogers look at the practice from the customer angle.
Marketers know that relevant and personal emails will get better responses, but knowing and doing are two different things. Pressure for results lead most to the traditional attitude of "the more, the better." But quantity and quality are two different things. Irrelevant messages can actually destroy customer value in the long run. Some companies are getting it right -- experts cite the travel, retail, and B2B sectors as particulary interesting -- but there's still a long way to go. What do you think? Is email strategy improving, or do mass email blasts still reign surpreme?
Value, that's what it's all about. I've been reading CRM articles for a long time and it always comes back to Value. If your reader doesn't find value in the email content then DON'T send it!
I'm sure all of you, like me, have been fighting off the Direct Mail agencies that bought an Email provider and now they suddenly feel they know everything about emails... which means, they go back to the same old "BLAST the world" and be happy with 1-3% return.
It is hard for most agencies and clients to get used to the change, some have 20+ years in Direct Mail and just can't grasp the Value Driven model.
Good information, thanks for sticking to it.
This is an interesting subject and one that should be discussed at corporate level.
I think there was a time that blasting out emails would increase revenue and profits. This may be true however I believe that blasting emails to the general public should go away. It's obsolete!
Corporate must take a different approach to have people read their message. Companies should take a look and figure out how they can build online relationships by sending quality emails.
Clients and potential clients may be more inclined to read targeted emails with quality information contained within the emails. Building relationships online is the way to go and will increase revenue and profits.
All good points. Email is definitely improving in terms of deliverability, relevance, and business impact, but there's still a long way to go.
Here's another question -- do you think consumers would stop doing business with a company if they get irrelevant email, or have we all just learned to accept it? If email follows direct mail's path, then relevance is a long way off. How might it affect customer value?
I think the problem is that many marketers are not able to determine the cut-off point or point of diminishing returns and therefore send too many emails because they are “cheap” targeted marketing tactics.
Same is true for direct mail, when a domestic automotive manufacturer needs to sell 350,000 minivans in one calendar year, to propose a direct mail list of 100,000 uber-qualified, highly targeted, modeled intenders is suicide. The mentality that bigger (list) is better is based on ignorance. We all need to do a much better job of communicating the effectiveness and efficiency of better targeting. Although, TV will always have priority over anything else in the “car” business so many don’t waste their time trying to fight the good fight.
Quality is always key. however, Quality and Quantity are not mutually exclusive.
When we realize that customer relationship is "not digging deeper" into our customers pockets the debate of quality versus quantity will become less an issue
I do think companies need to increase the relevance of their messages and focus on hitting an audience that comes with a certain 'open' rate, but I do not think a company should be too restrictive.
Much of the world are passive listeners, so the message is only relevant at a time when the subject is top of mind to them. For example, I subscribe to many e-newsletters and there are some I read religously and others on occassion; however, I still choose and want to receive them all.
I believe the biggest problem is that companies often do now know why or how they received the email they are sending to. Now, it would take some guts, but for people that are non-responding, it may be worthwhile to survey them to learn why they subscribed in the first place, or re-opt them in. At the end, you are left with a smaller list; but they want to talk to you. You can then re-focus on how to grow your list of qualified recipients.
Quality is key. I always tell me clients they have to offer value in every customer communication. Otherwise it's over. Customers are already jaded by the volume of messages, and the irrelevant messages. If you can't communicate something of value (ideas, tips, access, a newly tailored serviced or whatever would be of value to your new customer) forget it. Quality is everything.
I still meet businesses who want a e-newsletter just because others have one. I still meet people who don't think about the format of the medium (email vs. paper for exmxample) and the best way to tailor a message and offer value. We have to keep addressing these issues and showing the value of relevant, timely messages - and how they can build value and a stronger customer relationship.