The next step in my career will be in Email Marketing. During the interview process for this new position, I was asked where I thought this communication tool would be in 5 years. That lead me to think about how organizations need to change to enhance their marketing…
My 3 thoughts:
- Need heavy segmentation. The time of ‘batch and blast’ has been over. For email marketing to be effective, heavy segmentation is a must. We need to provide our customers a terrific experience right in their inbox. That means providing relevant content, not sending everyone the same thing. Perspective: Just because I walk into the women’s department at Target doesn’t mean I want to see toothpaste and camping gear next to the bras and swimsuits. I want a swimsuit, not see things I don’t want. –Now I know some people argue that I may remember that I need toothpaste when I see it, but that’s a whole other blog post.
- Must follow CAN-SPAM. You might be surprised how many people I consult with that are NOT following best practices that support CAN-SPAM laws. To be an effective email marketer, you need to follow best practices that make you not only follow, but surpass the laws in place. Otherwise, your emails can/will be labeled as SPAM and more and more of your communications to your potential and current customers could end in the junk folder. No bueno.
- Improve promotions. I’m really tired of iPad giveaways. Honestly, you’ll get people entering to win the iPad that aren’t interested in your products or services. Are those people considered ‘engaged’ or even ‘leads’ because they filled out an entry form? Now, if you have an iPad app associated with your organization, or a great mobile site launch, by all means, give away an iPad. Remember: If it can showcases/enhances/promotes your brand/products/services, do it. If the giveaway outshines, then please don’t waste your time and resources promoting the giveaway.
Where do you think email marketing will need to be in the next 5 years? What can people change or enhance to improve this tool?
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