Brian McLane

Media and Social Commentary

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EMAIL MARKETING SUCKS. THE CASE FOR DYNAMIC EMAIL MARKETING AND MOVEABLE INK.

December 17th, 2011 · No Comments · Social Commentary

EMAIL MARKETING SUCKS

Everyday I get at least 10 to 20 emails between my different accounts from people I mostly don’t know, don’t want to know and have no plans on knowing once I unsubscribe from their list. If I visited a website, that in and of itself should not be a license to put me on a spam list. And that’s what it is spam.

Now in the past I have thought, “What’s the big deal, it’s an email – just delete it or opt out if it annoys you so much.” And I would still hold that opinion if it were that easy. The only problem is that when one unsubscribes from an email campaign it somehow, coincidentally, results in more email spam. From realtors, work at home scams, etc.

Occasionally I’ll see that a business I know has embarked on an email marketing campaign and I say oh gawd! Because I know the business owner and feel I have to stay opted in to their campaign or blog, whatever.

If people are emailing me because I know them personally, told them to keep me in the loop and so on, please, make it easier and add me to the list. There are some friends who I want to see what they’re doing in their personal lives. There are even one or two, Dave Penn (Hit Songs Deconstructed) and Kim Cihlar (Fashion Whirled) that I like seeing their email blasts in my inbox.

But for the most part, someone who’s emailing me from South Carolina to say Happy Thanksgiving and remind me that if I’m looking for a house to call them, well I don’t need to stay on that list.

Few of these businesses using email marketing don’t know me. They’re basically hitting me with Ads that I don’t want. And it’s happening more and more thanks to Facebook. Their subject lines are often deceptive and the content isn’t personal or compelling. They’re one way, meaning that if I respond or reply via their templates I almost never get a response which is a sure way to get me to unsubscribe the next time I see their blast. I could go on and on.

The bottom line is email marketing sucks. SMS blows away email marketing so if you have my phone number – there’s a whole lot more chance that we’ll be having a conversation. n fact the cost of SMS campaigns has come down ridiculously. At AT&T Interactive we are offering it for $75/mo for 5000 pushes!

Recently however I read about a new concept in email marketing that seems compelling. Dynamic email. The idea is that once emails go out the door the content is already stale. Here’s a video interview with the CEO of Moveable Ink. Please let me know if anything CEO Vivek Sharma says changes your mind.

I’m always willing to give someone the benefit of the doubt.

EMAIL MARKETING SUCKS

CLICK FOR MOVEABLE INK VIDEO

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