Change3 is a digital marketing and lead generation agency. We provide exceptional results to our clients by ‘delivering happiness daily’ using seasoned professionals in 12 countries. We don’t just produce materials for our clients, we help companies define how to talk to their target market and who they are talking to within the market.
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As a creative, I enjoy connecting the dots and developing messages.
What I don’t enjoy, however, is not having anyone read those messages. Clearly, writing or blogging into a black hole is not fun.
And if I’m not having fun writing, then no one is going to have fun distributing or pushing out those messages, and no one will have fun actually reading those messages. A very boring value chain, indeed.
That’s why these days I’m all about measurement, and thanks to social and digital technologies, I can receive feedback in real time as to whether my messages – blogposts, articles, slideshows, and the like – are resonating with an intended audience.
Old Faithful
Email is a perfect channel through with to push out marketing messages. The traditional ‘email newsletter’ has evolved, of course, and companies have learned that a one-size-fits-all approach to pushing out marketing messages via email is outdated (not to mention annoying to customers and prospects alike).
Demand generation is the modern framework for considering email as a necessary marketing resource. Email has clearly evolved, and for many organizations, has become the marketing channel of choice, as messages are sent directly and personally to users and current technologies allow the marketer to measure every interaction along the way – deliverability, open rates, clicking on links, and more.
But, isn’t it just creating more spam?
Yes and no. The volume of email that we all receive each day does indeed turn our blinders on to messages that do not address our needs at that very moment, but marketers are aware that automated email messages do get noticed based on two factors:
1. Compelling headline. Even in 2014, marketers will insist that the subject line of the email read something boring like, ‘News from Acme Corporation,’ when we all know that these emails get skipped. When creating email subject lines, take a cue from Huffington Post or Gawker and express the content in a compelling, vibrant, or intriguing way. This may mean that the email content may need to shift somewhat, to explain or elaborate on the headline, but it will be well worth it.
2. Search. As Google correctly predicted when it launched Gmail in 2004, people would begin to use their own Inboxes to search. As email accumulates, and as users try to recall content sent to them over time by various senders, people will perform searches in their Inbox when attempting to access content they need. If marketers position content properly, emails will not get deleted and instead appear during routine searches – perhaps leading to contact or transaction with the company.
Final Thought: As the technology driving promotional email campaigns has evolved, it may be time to upgrade your email platform. You may not have the same platform needs as IBM, but given our marching orders to consistently measure content performance, it makes sense to investigate the various options that exist.
And Change3 can assist you in the selection of a demand generation vendor.
ChangeU: For independent study…