From the Trenches: Going With Your Gut
Shortly after my birthday last year, I happened upon a horoscope website. It wasn’t the standard site that told visitors things such as what days would be lucky or unlucky for them. It was far more in-depth.
I'm not a horoscope addict or anything, but this site drew me in. And it scared me a bit. One section said I'd have a bad spell as Jupiter left one house and went to another (I have no idea what that means, by the way) if I hadn’t learned from the lessons Jupiter taught me in the past. So after spending the entire night looking for horoscopes that just said good things, I realized I'd better focus on what I've learned over the past few years.
A lot, actually. Anyone who knows me knows that email has been a huge part of my life for the past 10 years. It’s just in my blood. So, what if this horoscope is talking about email marketing? What if it's talking about understanding what email techniques have worked — or haven't — in the past, and the importance of just going with your gut and applying changes as signs appear.
We're on the verge of a digital reading revolution. Over the next three years, the majority of consumers will be walking around with Wi-Fi-enabled devices that are 100 percent internet-accessible wherever they go. This changes everything we know about email.
It changes response times, relevancy of messages, design credibility, open rates and return on investment. It opens a whole new world for email. Today you can engage active shoppers while they're shopping and better integrate website activity with in-store activity — all through wireless email.
Take this challenge: Bring your BlackBerry, iPhone or other smartphone device with you everywhere you go one day, and think about all the times you received an email from a company you do business with — even if it's US Weekly’s daily email update while you're near a newsstand. Then think about how you can test sending more “immediate” emails that change the rules of the game and help you get through this potentially tough time by not ignoring the lessons of the past.
Jeanniey Mullen is the chief marketing officer for New York-based digital publisher Zinio and its sister company, VIVmag, a digital luxury lifestyle magazine for women. She's also the executive director of the Email Experience Council, an email marketing trade organization. Reach Jeanniey at firstname.lastname@example.org.