Itissadbuttrue,thatnotallemailsareequallyrepresentedacrosstheboard.Whyisthat?Becausewhatisdeemedcriticalandwhatperformsthebestamongstconsumersdiffersquitedramatically.Let’stakealookatwhysomeemailsthatareconsideredlessimportanttoabusinessareactuallyhighlyimportanttothe[…]
People,generallyspeaking,areatrustinggroup.Andasconsumers,theywanttotrustthatwhatadvertisersaregivingthemisofsomeworth.Whentheybegintothinkotherwiseiswhenthetidesturn,andyouremailsarenolongerwelcomeintheirinboxesandbegintofeelmorelikespam.Howdoesone[…]
Emailisnotdead,nomatterwhatsomepeoplesay,we’vetalkedaboutitbefore.Itisstillproventobeaneffectiveandaffordablemeansofcommunicatingandadvertising.Butthat’snottosaythatemailfacingitsfairshareofchallenges.Whenlookingatengagement,itisimperativetounderstandthepotentialchallengesof[…]
ThisisastatementthatIhearalmostdaily–emailisdying.Andalmosteverydayafterhearingthisstatement,Iaskthepersonwhosemouthitcameoutofhowmanytimestheychecktheiremaileachday?Andusually,wegobacktohavinganintelligentadultconversationatthatpoint.ButsometimesI[…]
We’vebeenreflectingonwhathasbeenworkingandwhatwecanimproveuponwhenitcomestogreatemailcampaigns.Wewouldliketothinkthatallofouremailsareopenedandreadandtheappropriateactionsweretaken,butwearealsorealistic.Whenwestarttoanalyzetheinformation,itisclear[…]
Withthetendencyofbuyerstoexpect,almostdemand,instantgratification(thankstothecellphoneindustryforthetechnologyboost),companiesarehavingtolookattheirbuyersdifferently.Digitalbuyershaveafewkeydifferencesassociatedwiththeirhabitsthanatraditionalbuyerwould.1.Digitalbuyersaremoreknowledgeable.Duetohaving[…]
“ContentisKing”issomethingwehaveandwillcontinuetohear,butwhatdoesitultimatelymean?Thecontentinourpublic(andprivate)communicationsistheinformationwechoosetoputinfrontofspecificorgeneralaudiences.The‘king’portionisthefashioninwhichwechoosetodothat,thelayout[…]
Itissadbuttrue,thatnotallemailsareequallyrepresentedacrosstheboard.Whyisthat?Becausewhatisdeemedcriticalandwhatperformsthebestamongstconsumersdiffersquitedramatically.Let’stakealookatwhysomeemailsthatareconsideredlessimportanttoabusinessareactuallyhighlyimportanttothe[…]