Posted by Brenda Timm
In the early days of email marketing, blasting the same offer to a few hundred people seemed like a perfectly sound strategy. Not so much anymore!
As we’ve learned, it’s all about catering to our customers’ habits and ever-changing modes of communication. What does that mean? Studying up on past purchase patterns and realizing that not everyone is reading from a desktop anymore.
Bypassing the dreaded junk mail folder requires careful contemplation of what to send and when. “The Email Marketers Success Kit: Five Trends for 2012” article from MarketingProfs gives some great insight. One helpful tidbit: event-based messages like a response to someone leaving her cart mid-order can have up to 70% higher open rates and five times more ROI than your everyday newsletter.
As one of the most cost-efficient tactics available, email marketing isn’t something to give up on in 2012 … it’s something to adapt to!
Yes, that is a great approach. People are so bombarded with advertising and sales pitches, a ‘non-sell’ approach is a breath of fresh air and can really help your business stand apart from the rest.
My experience with dedicated email blasts is to offer information about something that you think is important or useful to the consumer, not a hard sell. Be clever, but not pushy.
Try NOT to sound like you have an agenda, but are starting a conversation.