“Wait – what do you mean? Are you saying e-mail is going away? No way does e-mail go away. Everyone uses e-mail.”
I figure that’s the response I’d get from a headline like the one above. But e-mail marketing in its 1st generation form should be history. E-mail in its next generation form is where we should be thinking and how we should be acting in our marketing efforts already. Right now.
Why? Spammers and Yammer.
1) Spammers are ruining e-mail as we know it for the good marketers who have valuable messages the recipient can benefit from. The filters of unsolicited mail will only get stronger so we have to make our messaging more simple to identify with, customized as well as equipped with subscription and link mechanisms so people can continue the relationship if they so choose.
2) People won’t need internal e-mail as much with services that enable them to communicate in real-time formats like Yammer. The speed of how we connect within the company is ramping up quickly. In this internal context, regular e-mail with its lag time and ability to clog in boxes looks like a dinosaur.
Knowing this, what do we do as marketers? First, we relax. Second, we adapt to this development by equipping our e-mails and e-newsletters with springboards. In other words, we stop doing e-mail that doesn’t give people anywhere to logically go from there. Otherwise what you’re sending out there is a lot like the direct mail issue I mentioned earlier. No links to more info? No landing page or blog? No place to channel the conversation further toward an appointment and hopefully a sale? No ways to become a Fan, Follower or Connection from there? No pictures they can share or video they can watch?
Then I don’t get it.
Closing a customer when the e-mail starts and ends with that message is hard to do. Even if you’re designing it as something to be read in 60 seconds or less, you’re doing so with the intent that the person subscribe to get more of those e-tidbits. Yet, strangely, some things get sent out without them.
We should incorporate RSS Feeds into our content, giving people the ability to subscribe to us or providing even the option to choose certain sections of content that’s relevant to their world. And while we have e-mail and people use it, we need e-mail subscription sign-ups. It means we have to be more visible than ever before when it comes to producing great blogs, great videos, great e-books, great social interactions that aren’t just about how we’re having 3 for 1 Bud Light Specials tonight.
If we’re going to do e-mail, let’s do e-mail that respects the person’s time by getting in and out of the person’s life in a reasonable period. If they want to spend more time than that with us, they’ll Like, Follow, Connect, Subscribe and Download. The first interaction should not be a company’s life story nor should next steps be just about only a phone call or e-mail. That’s done as far as I’m concerned.
If all this sounds like it’s only going to get harder for you as a marketer, well, you’re right. But I see this as a good thing. People still crave answers to their challenges as much as they ever did. We just have to get smarter and more sophisticated how we pave the road from them back to our solution. We can’t blast away at them with nothing but ads that have virtually no response mechanisms or only “old school” methods like dialing a phone number. We have to create online and offline channels that enable them to learn more about us and understand our offerings – on their terms.
TV adapted. Radio adapted. Newspapers and magazines tried to adapt but aren’t doing a bang-up job of it. Now it’s direct mail and e-mail’s turn at bat.
The way we market through the mail, both in direct and electronic form, needs to change. Or it won’t matter how many days the Postal Service trims from its schedule because we won’t be effective or appreciated in any of them.
How has your brand been adapting? Or have you not yet?