If you're not getting the most of your email messaging, you might not be asking the right questions. How many times have I been asked "What's the best day of the week to send email", "What's the best time of day to send email", "What's the best Email Provider"? These questions are much less important than the big questions. "Is my email getting to my subscribers?" "Can my subscribers read my email on their device"? "Do my subscribers want my email or are they hitting 'spam'?
Email marketers love to tout the benefits, return on investment and successes of our favorite channel. However, there's something I've come to know through my many years in the industry: sometimes email doesn't work. There comes a time in every business when you need to evaluate where to spend your marketing dollars. Oftentimes email is a no-brainer; sometimes it's not.
From a marketing perspective, there are pros and cons around user experience, reporting and data. Email experts have been quick to spin as to why this is good for the industry. However ,it is important to consider why image-based emails is bad for your program. Specifically the long held practice of sending single image emails.
Email marketing is like rock ‘n’ roll: you have to listen to the kids because they have their finger on the pulse. In my experience, too many vendors are so busy courting big enterprise clients that they're missing opportunities with the future Jimi Hendrix or Jack White.
Can you imagine if B-to-B marketers only put effort into their clients after they had already spent money with them? The same concept can apply. Yes, coupons are great and can help you acquire bargain shoppers, one-time buyers and "sometimes" customers who convert to brand loyalists. But what if you treated potential retail customers a little more like B-to-B marketers treat their leads?
One of the most common questions email marketing consultants get is "What's the best email service provider?" My diplomatic answer is, usually, "It depends on your needs." In reality, all providers have their pros and cons. Whether it's functionality, usability, deliverability or price, they all have their weaknesses. Fortunately, with careful consideration you can find the provider that best suits your company.