 What does the reader actually care about?
Feature by Jeanniey Mullen, Founder of the Email Experience Council (EEC) and Senior Director of Email Marketing at OgilvyOne worldwide
We in the email marketing industry care a lot about "inside business" issues. These issues include elements relating to standards, reports, metrics, and templates.
But what does the reader care about? Perhaps it's time we integrate the actual user experience into our industry best practices. Before anyone in my team can start working on designing contact strategies for our clients, we refer to this reader's checklist to make sure we keep the most important issues in mind.
Highlights From the E-mail Reader's Checklist
Know what the reader expects. Your readers gave you their email addresses because they were expecting something. A receipt, a whitepaper, a newsletter, or something similar. Does the next message you'll send give them content they expect to see?
Understand most readers forget quickly. In many cases, readers signed up for your email because they wanted access to something or as an impulse opt-in. If you wait too long before contacting them, they'll forget why you were so important. Keep this in mind when timing your next email.
Where does the email take the reader in the site? Knowing how deep in the site the email links your readers is critical. Tone of voice and content should match the destination page pretty closely. That way, the transition makes sense.
Define success metrics first. Reader interest isn't determined by the number of email messages delivered. It's derived from the click-to-open rate. Set a target before you send so you can benchmark yourself on success.
Look at the e-mail landscape. Just because it's not a marketing email doesn't mean the reader doesn't receive other email from your company. This is key to determining send frequency. It's not about what your company's policy is, it's about the reader's experience.
What are your competitors sending? It may not be your company's email that turns off the reader. It could be the volume of email in the category itself. If the reader subscribes to financial advice email from seven companies and you all send on the same day, the recipient won't read any of them. This isn't your fault, unless you knew about the bottleneck. But it's your responsibility to find out what makes sense from a broader perspective.
These are just highlights from a pretty comprehensive checklist. Yet they paint a strong picture about the challenges readers are subjected to and the marketing and sending side often forget to consider. Ask yourself these questions when you plot the next strategy and see if they make difference.
If you have a question about this article please feel free to contact us online or email marketing@newzapp.co.uk |
