All About Email - The Last Word in Email Publishing

Sunday, April 27, 2008

Will you marry me?

It is a question you ask when you get engaged. Engagement leads to marriage - a plan for life, but as we know, some marriages don’t last.

Because laws dictate that we can only send email to people who have requested them, we begin the process of audience engagement by being told “I want to be engaged to you”.

So when it all goes sour, and that reader divorces themselves from your emails, the smart email marketer will acknowledge that it may well have been their fault – they failed to continue to engage.

So what are the key factors in engaging, and continuing to engage readers?
Expectation is one. At time of sign up, a reader should learn what they are going to receive, when, and how often.

Information value is another. How often do marketers send out information which they think is interesting, because they analyse it from their side of the fence, but which in reality bores readers senseless? To gauge audience value on information you send, you need to juxtapose your perspective.

Purpose is an oft forgotten or underestimated aspect of engagement. Is there a purpose to your campaign, to each component deployment? What do you want the reader to do? Have you told them that? All too often a lack of purpose, and absent calls to action mean that recipients read, then scan, then in time ignore your emails. Compelling text and images without purpose need to be very good to carry on the process of engagement ad infinitum.

I’ll talk more about engagement in the coming weeks, but remember, if you want to stay married, you need to stay engaged.

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