Adventures in Mobile Marketing

Peeves and Hopes for 2008

Asilomar I had a great, relaxing vacation on the central coast of California, biking along the ocean and eating homemade cioppino, Amish bread, persimmon salads, saffron yeast rolls (lussekatt), on and on. Anyways, returning home and getting online, I had left during the peak time for our email marketing emails. I just moved about 250 marketing emails into one folder, which made me think of trends this year, and what 2008 (hopefully) will look like.

Peeves

- Increasing frequency. For the last few months I’ve noticed a few companies increasing the frequency during the holiday season- and I know some ESPs even suggest this. There is something called too much, and daily is too much. Macy’s & Toys-R-Us have been doing this- possibly others. Eddie Bauer- once a day for 4 days leading up, then back to 3 times a week. Williams-Sonoma same as EB, every day for the 4 days leading up, then once every few days. Amazon sent one or two near Christmas, but most of it was transactional plus promotional regarding recommendations or my orders.
- Incoherent offers. Free shipping before Xmas, then free shipping after Xmas. Consumers do notice a gimmick.
- All image emails. If I’m a new subscriber, and you don’t introduce some text for me to read in Gmail, I will not load your image (because I have no reason to), unsubscribe or delete your image. You won’t see me as an “open.” You lost my subscription, and you didn’t even know you did.
- All promotion all the time. All of the analysis points to transactional emails and behavior personalization, but some retailers still don’t get it.
- Print-oriented graphics. The “big splash” image with text in the image- does secure the font style, which is great for print, but for email and online, unwieldy. Use commonly installed fonts (arial), and otherwise work with the strengths of online- you can cut it up, make it dynamic, make it interactive.
- Ignoring mobile and RSS. Email marketers who are stuck on email as the only channel. Some of your customers use other channels, and all analysis points to an increasing trend, so look to the future.
- No thank yous. So rude, you marketers! Thank your customers. Do you want loyal returning customers or flash in the pan discount shoppers?

Hopes

- More transactional emails. It’s working the long tail, and the middle tail, and anything after the welcome email, basically. Look at your customer base, identify segments, email to them specifically. Let them know you’re singling them out. This is great CRM.
- Email Standards Project. I’m excited about spending our time on *not* making a simple email render the same in all browsers. Let’s focus on good marketing, not on technical graphics layout issues.
- More customer insight. Let’s find out what our customers really need, and want, instead of spending time and money on things they’re not that into.
- Diverse syndicated content. Let’s get our marketing message out to various channels easily, in the preferred method of each customer- mobile, RSS, FaceBook, whatever.
- Less spam. This goes along with decreased frequency of marketing emails, above- let’s make sure that all the hard work we do to distinguish ourselves from spam, gain sender reputation, manage customer subscription preferences- is not ruined by management’s short-term dollar interest to send more than 3X a week (best practice).

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Written on Saturday, 29. December 2007 at 14:20 In the category Basics, ethics, strategy, techniques. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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1 Comment »

  1. Anna –

    Good stuff! I am hoping many of the same things for email in 2008! Great blog, keep up the excellent work. I just put up our 10 Email Marketing Resolutions post as well, and we are thinking alike :-)

    Greg

    Comment: Greg C – 31. December 2007 @ 7:28 am

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