David Biernbaum

Those Emails Keep Coming and Coming

January 6, 2010

FROM RETAILWIRE:
While it's no surprise that more companies are sending out emails -- especially with larger numbers of consumers opting-in to receive them -- there is clearly a challenge in this for marketers. Are the sheer number of retailer emails making them less effective from a marketing standpoint?      [more...]

With most retailers now using e-mail so aggressively and often, it means that the competition for the reader's attention is more intense and therefore this form of communication requires greater competitive skills than it did in the past.

1. Send consumer emails enough to stay competitive but definitely have something very clear to say when you do. Don't send out an email just for the sake of sending out another email.

2. Your consumers won't bother to read your emails if you send too many, or if you make a habit of sending out emails without a meaningful point.

3. Your subject line needs to be to the point. Don't tease unless you can do so very creatively and in a meaningful way that your consumer will appreciate.

4. Don't use attachments or big files. Use links instead.

5. Keep your e-mails short enough where images and words can be seen all at once without much scrolling.

This is now a professional business. Treat it that way.