Why I ♥ e-Mail Marketing

Simply put, because it's sooooo freaking measurable. Nothing is a better motivator for improvement than immediate results, and with email marketing you know within hours exactly how your campaign is doing.

Tools. Tools. Tools.
Most email services are loaded with back-end stat packages that track a plethora of variables. You can see what your open-rate is, who clicked what link and what story in your newsletter is driving the most traffic to your website. With cool features like A/B testing, you can find out which subject lines get opened most. These are concrete numbers that immediately inform you on how to improve your future newsletters, and can also influence how you attack other marketing channels.

A Creative Challenge
The ancillary benefit of all this great feedback is that it's not only actionable, it's inspiring. As a content creator, I find myself digging through the data to find the stats that will ensure my next newsletter has more impact. It's almost like an internal contest I have with myself, "how can I use these results to beat my personal best?" This type of thinking leads to our best work, but it's harder to bring about in less-measurable mediums. That's the big reason why I ♥ email marketing, and why I think you should too. :)

I'm Happy to Give you My Information

So it’s always a bit scary to give out your email address when signing up for discounts, e-newsletters or frequent shopper cards.  Spam is the worst and having to unsubscribe from emails that bombard your inbox 2-3 times a day is incredibly annoying.  

But I still do it.  I love my DSW e-coupons that I get every month because I’m a shoe-aholic.  Now that I’m a mom, the diaper, formula and clothing discounts and new product emails are greedily opened each day.  And there are some brands that just DO IT RIGHT.   And believe me, there is a difference.

Recently Similac recalled the baby formula I’ve been feeding my son.  Their PR machine was incredible – the message and its delivery was right on:

1. They apologized.
2. Provided clear information regarding the recall
3. Explained how to return the product
4. Offered tips on what to buy instead

Plus, I found out regarding the recall through a variety of sources throughout my day.  Similac was not going to let me go one day without knowing about this potentially dangerous recall.  They found me.

1. Email
2. Shopping at my local grocery store.  I actually had a message printed on the bottom of my receipt that said, “You recently purchased a Similac product that has been recalled.  Please contact Similac or your Kroger representative for more information”.
3. Facebook Posts

Most importantly, they made it really easy for me to find the information I needed:

1. They created a special landing page regarding the recall and redirected all site traffic to that landing page
2. They included links to the site, an 800 number and an option to email for any questions. They let ME choose how I wanted to contact them.
3. They followed up. I received an email update a few days later.

They talked to me in my language and found me wherever I may have been that day (shopping, checking email or playing on facebook).  And they didn’t annoy me with too many emails.

Thanks Similac.  I’ll happily allow you to keep my email address in your database.