In this episode, Chris talks about the term email “blasts” and why all marketers need to remove it from their vocabulary. Not all prospects or customers are the same and many are in different stages of their relationship with your brand or business of course. Therefore, they shouldn’t be spoken to in the same way.
There are lots of different emails that should be in your rotation. Some emails are promotional (though not every promotion makes sense for your entire audience), some are content laden (such as newsletters or ongoings of the business) and some are behavior based in nature (based on a profile, an action or inaction etc.). Within those categories, there are many different variations and messages that should be used. Think about what you would say to each person receiving the email on a one to one basis and attack accordingly.
Email marketing is such an important part of your digital footprint and one that brands have abandoned or even worse, never really invested in the right way. As things evolve and you want to start controlling your own destiny and margins, it is a must-have part of the equation. Thinking about new ways to tactically communicate with your prospects and customers is very rewarding and even enjoyable. Not a blast though – we are not using that term here!