Spreading a Brand through Email Marketing

Make sure your marketing emails get to your customer's inbox!

In my day job, I spend a significant amount of time educating others on the best practices for email marketing. One of the most frequent situations I run into is the idea of sending a one-off message to a huge mailing list. Specifically, a mailing list that has been purchased, dug up, or otherwise not grown organically. These addresses are typically not current customers for us either.

If I get a 1% response rate on this, I’m happy!

The above quote is what I’m trying to avoid. Educated our sales team as to why we should avoid the “mass emailing” idea. The problem we run into is communicating the necessity of not using our email marketing for these “brand awareness” or “spreading the brand” mailings.

Target those prospects that have previously shown interest.

What you really should focus on instead of email as a “shotgun” approach, is to instead aim  our email marketing towards the prospects that have previously shown interest or reached out to your company in some manner or another (tradeshow, call, white paper download, etc). Through a properly directed email campaign, we can garner that prospects interest in our company’s offerings. When you take the “blast” approach, there are usually consequences that affect all of your future email marketing:

  1. When your emails are marked as spam by the recipient, you’re increasing the chance of all emails being marked as spam. This reduces the likelihood of all future emails reaching the inboxes of our prospects.
  2. And once a recipient marks an email from your marketing campaign as spam, your company’s reputation and image is reduced to “just another spammer.” Not something that we want to happen!

And these two consequences usually go hand-in-hand, and also are greatly multiplied when left unchecked.

So, the take-home lesson is this: Don’t use email marketing as a brand awareness tool, or spreading your brand name. Email marketing is better utilized for measuring the interest in your company and your company’s offerings.

NAB Withdrawal

Since leaving the television industry almost a year ago, I’ve transitioned into the corporate marketing world fairly well, I would say so myself. One thing I miss, however, is being a total gear head with television equipment. One of the very first tasks I was given at my last job over 4 years ago, was to handle the RFP phase, installation, and on-going maintenance of our studio cameras and our editing suites. Lots of technical details and minutiae, but it was fun! So, this gearhead is jealous jealous (that’s jealous-squared for those math-types out there) of everyone who is at NAB in Las Vegas right now. NAB is my favorite time of year, especially now with all the new cameras (Blackmagic, wha?) and exciting write-ups coming from my favorite people like Vincent Laforet and Walter Biscardi and Philip Bloom.

Maybe, I’ll take some vacation time one day to go out to NAB. Years ago, I dreamt of going to a keynote presentation at MacWorld. Obviously, that won’t happen anytime soon. So, today my tradeshow dream is probably NAB. Maybe CES, but I think NAB is still focused on getting things done, rather than all this consumer crap going on right now.

Later gators, John

Privacy and The Next Big Thing

Isigi promises herself to one day sit down and organize all her online subscriptions and back up all her files. But she’s accepted that there’s a price to pay for using the services. “At some point you just have to surrender control,” she said.

The key is to limit the information you put out there in the first place.

(via As Web sites come and go, so too could the information you entrust them with – The Washington Post)