Email Marketing Best Practices: Building a Case With Content
Sending one email is like running one ad. Why bother? They say someone has to see your ad 6 to 9 times before it gets noticed by a magazine reader. The same could be true of your email. Just because you sent it, doesn’t mean they’ll open it, or even notice it. But that also doesn’t mean they won’t another time.
Think of all the emails in your inbox today you won’t read because:
- You’re too busy
- You have a whole barrage of emails to get caught up on already
- You have a deadline
- You’re ignoring your email today to stay focused
- The last time you opened an email from the company, the content was irrelevant to you
- You’re not in the office, and don’t want to read it on your PDA
- You know you’ll hear from that company again next week, so you’ll skip this week’s email
There are all sorts of reasons to ignore an email from a marketer, but that doesn’t mean those emails will always be ignored. I confess I finally opened an email from a company…the third time they emailed me. Curiosity got the best of me.
If you only send one email one time, you’re missing out on potential opens and click throughs.
So kudos to Jeanne Jennings for her email marketing blog on how well a series of emails performed. Rather than sending one, they sent six. And saw a measurable result.
We’ve warned against emailing too frequently in this blog many times, because emailing too frequently goes against email marketing best practices. But consider this case in a different context: They were building a case. The content of each email was related. It was a series. That’s not quite the same thing. And it was for a set time, 12 weeks, not indefinitely.
This also proves once again the importance of good, relevant content as an email marketing best practice.
Need help developing an ongoing email marketing campaign? Just ask: blog@clickmailmarketing.com.
