Four Email Marketers, My Gmail Account, and Why They Matter to You
Neither had permission to send me email. Yet both their messages are marked as priority emails in my inbox.
Why? Because I open every single message I get from them. Weber-Stephens sends a recipe-of-the-week email every Friday. I look forward to them. I open them and I cook about half the recipes in them.
And because of Cigar Auctioneer, I haven't paid retail prices for my hand-rolled smokes in months. I don't always get my favorite brands, but boy do I save money.
And here is why my inbox experience matters to you: Email inbox providers are reportedly increasingly eying how individuals interact with their email to determine whether or not it's spam. As a result, email is increasingly becoming more about engagement.
Translation: You can get a little fast and loose with your permission practices with customers as long as you send email they want and interact with.
Conversely, you can exercise the gold standard in permission practices-fully confirmed opt in where people must respond to a confirmation message in order to be added to your file-but if you send a bunch of unwanted crap, your messages will be treated as such.
Email inbox providers' spam filters are designed to deliver email people want and filter out email people don't want.
Send messages people want and you'll be fine. It's really that simple. Or not, depending upon what it is you're selling.
Cigar Auctioneer and Weber-Stephens have fairly obvious advantages over other marketers. Their messages invoke thoughts of highly self-indulgent experiences. As a result, they stand a better chance of being welcomed than email from marketers whose products and services don't invoke similar pleasurable thoughts.
So Cigar Auctioneer and Weber-Stephens can afford to be a little loosey goosey with their permission practices while Kmart and PictureMe Portrait Studios apparently cannot.
If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.
Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.
He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.