An article in the latest Australian B&T magazine presents a new perspective on the way e-marketers use their client email lists. Ravi Prasad suggests e-marketers should view their email lists as another traditional media channel. From the article:
“Try thinking of [email] as a brand channel. then bring the ‘channel’ into brand planning and strategy. [...] You don’t run brand activity unless you’ve got something to say. Most companies that do a regular monthly email don’t do it because they’ve got something special to say or because something wonderful is going on, they do it because that’s what they do – they send out a monthly email.
“If a customer or potential customer finds your email boring or uninteresting, they may never open an email from you again. Worse still, once you’ve lost them, it’s nearly impossible to re-acquire their interest.
“Your digital channels – website and email – should work together. [...] In 2007 it’s not enough to just tell people about your business. Companies need to engage with the consumers.”
Prasad uses the examples of Facebook and Linked-in to show the relationship between your email and website, saying that people receive updates in their email notifying of changes to their online Linked-in profile – hence the website is the main portal of content, the email is how you draw them in. Things have to happen on the website first to make that process valuable.
Thoughts?
No Comments Yet