With billions of people logging onto their phones or computers daily, it’s important to understand the type of marketing your audience perceives as relevant and what is considered a quick “send to spam”. There are countless ways to capture the attention you want from your audience, from utilizing trending topics to funny memes. Email marketing brings it all home as you can directly reach the consumer in their inbox and when done right, leave a lasting impact.
When I receive a marketing email, I have realized I am more apt to open it if the subject line contains a witty anecdote, something relevant to my interests, or mentions an upcoming sale. Even if I don’t read the whole message, I’ll at least open it for these reasons. More often than not, I don’t take action when I read marketing emails. I find that the information sent to me isn’t anything groundbreaking (often, the information is posted on their site where anyone can see it – email list user or not) or it’s just simply not relevant to my current needs or interests. When I do interact with the email, it is most likely because it contains a sale coupon code or a link to exclusive products.
Here’s a great video I found that sums up how to be relevant in your email marketing in 2018: https://www.youtube.com/watch?v=gxaX0bsbvho
My boyfriend, who’s a big proponent of email marketing, answered a few questions for me for this post.
Me: Do you still get a ton of marketing emails? How do you keep track of all of them?
BF: I sign up for almost anything as I’m shopping because they usually give me a sale code. I don’t open all of them though.
Me: Do you feel like you get too many marketing emails?
BF: Sometimes, yes. But usually it’s for stuff I’m already interested in, so it’s okay.
Some people don’t mind being inundated with marketing and having their inbox filled every morning. Personally, I prefer my inbox to be a little more curated and expressive of my own interests.
What is CAN-SPAM?
CAN-SPAM is defined as “the Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) Act of 2003, signed into law by President George W. Bush on December 16, 2003, established the United States’ first national standards for the sending of commercial e-mail and requires the Federal Trade Commission (FTC) to enforce its provisions.” (wikipedia)
This act protects consumers from the heavy-handed marketer looking to drown you in irrelevant content and emails. It insures that you can easily unsubscribe from the content, that the content is clear and thought out, and that the “from” line is evident and true. This is extremely important, especially in today’s world of billions of social media profiles and users – when used properly, this act should keep important information relevant and protect the consumer from unwanted ads. Transparency when communicating with businesses is key, as it provides a level of trust between business and consumer. If you’re interested in hearing the flip side of this argument, check out this article from 2004: click here.
In conclusion, I think it’s apparent that scratching the surface of this topic is barely enough to cover every rule, regulation, and ritual. However, I hope to have provided some clarity on the significance of email marketing and what it can mean for your business.