We live in an ever-evolving, technical world - one that requires creative thinking and adaptability. Email marketing is not for those who seek comfort in the status quo.
To make this point, a recent Email Insider article ("Put The Old Rules Out to Pasture," 6/8/09) highlighted the new book, Death to All Scared Cows: How successful business people put the old rules out to pasture. The book's authors, David Bernstein, Beau Fraser and Bill Schwab, challenge some of the business world's widely accepted assumptions about marketing. Building on this theme, Email Insider suggests e-marketing professionals should think beyond worn-out business rules, key among them:
Old Rule #1: Focus on the numbers and the rest will take care of itself. Focusing on quantity over quality can threaten your reputation, as well as the usefulness of your email contacts. Emphasizing numbers and data, rather than long-term consequences, can backfire. Building a large email database using precarious list-growth tactics, or sending lots of emails based on watered-down permission tactics may well cause an uptick in unsubscribe rates and spam complaints.
Old Rule #2: The goal of marketing is to sell a product. Not necessarily, marketing's real goal is attracting customers. For email marketers, this means not only inviting contacts to opt in, but also providing ongoing value to keep them subscribed. Going light on email sales pitches will help to attract and retain subscribers, building relationships, not just occasional customers.
Old Rule #3: Business should be serious. More businesses are throwing this rule out the window...and discovering success with a lighter approach. The authors put forth Apple as an example. Within their long-winded, small-print disclaimer on the iPod Shuffle box is the warning: "Do not eat iPod Shuffle." Apple has developed an upbeat, "today" personality, and customers like it. For marketers, emails are well-suited for similar informal, conversational communication. Keeping your messages light - even on the humorous side - can help them stand out in the crowded inbox.
Remember, just because it worked once doesn't mean it's the best tactic now. Take time to review each situation – and then be open to making adjustments. Whether it's via email or mobile messages, DigitalMailer's products can help you make the most of marketing dollars – visit www.digitalmailer.com/arb.html to learn more or email us at info@digitalmailer.com.
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