Traffick - The Business of Search Engines & Web Portals
Blog Categories (aka Tags) Archive of Traffick Articles Our Internet Marketing Consulting Services Contact the Traffickers Traffick RSS Feed

Friday, August 19, 2005

Push Comes to Shove

MarketingSherpa has a study that newsletter open rates have dropped 10% in the past year, but I almost didn't get the message because I hardly ever read those emails anymore... which sort of explains why my company didn't make it into this year's SEM Buyer's Guide (Paid Search Version), in case you're wondering why Page Zero Media doesn't show up in Sherpa's guide to paid search management firms. I didn't get the emails, and no one bothered to call to remind me to apply for inclusion. I was told I could get into next year's guide. Meanwhile I still receive bulk emails from their affiliate manager asking me to promote the guide we're not in, so that my readers can buy consulting services from a competitor. Sounds like a great deal, doesn't it?

I'm starting to think that the root of all evil may be impersonal emails when a phone call would be preferable. (Mea culpa on this front, too, no question there!)

One thought: mailers who send 7 or 8 different newsletters to their customers are a huge part of the problem. With Sherpa, which publishes many newsletters, it's totally voluntary to join so many different ones, but as a recipient, it is pretty much a case of biting off more than you can chew. At signup time, it seems that your eyes can be bigger than your stomach. One solution: the publisher who recognizes this problem could focus a bit more on fewer newsletters.

I noticed something similar with MediaPost's stable of at least a half-dozen daily newsletters. Only in that case, by registering once, I got in for all six of these things. Six emails every couple of days from a single content outfit? Not in this day and age! I've unsubscribed from half, and am rarely reading the rest. Stuff like this just makes it harder for everyone else to get their email read.

In any case, the Sherpa study seems to be onto something: it's a case study of a marketer who stopped sending out emails "on schedule" to his customer base, and now only sends them out when he has something to say.

Let's go back to the Godin-coined principles of permission-based messaging: the communications must be anticipated, personal, and relevant. Frankly, even semi-anticipated and relevant will work. In the past three days, of all the unwanted emails I received, one permission-based one I actually read was a wine review column by Natalie McLean (Nat Decants). It's not only semi-anticipated and relevant, it's timely. It tells you when new "Vintages" releases will be available in the government-owned liquor stores (this Saturday in this case), and lists some great deals and provides tasting notes on releases that probably won't be around long. I actually paid attention to that one. Not only is this semi-anticipated and relevant, but it's personal in the sense that it's related to a hobby -- it's fun.

In the business world, there are just so many emails that we "should" or "must" (rather than want to) read, we just leave them sitting in the pile.

Most emailers have lost all sense of what permission-based marketing is supposed to do. Excite and delight.

On another note: too many blogs to read? I've got the answer! For the next week at least, posting will be nonexistent as I take time out to focus on long-term strategy and duck-watching.

Posted by Andrew Goodman




View Posts by Category

 

Speaking Engagement

I am speaking at SMX West

Need Solid Advice?        

Google AdWords book


Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.

And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.


Posts from 2002 to 2010


07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010

Recent Posts


Google Builds War Chest for Proliferation of Non-E...

I'm Surprised: No Mention of the Miva Contortionis...

Google Didn't Lose Google vs. Geico

Google's New Keyword States Now Live

Quality Matters

Miva's Almost Out of the Woods

Google Sandbox = Purgatory

The Slow Erosion of User Confidence

Stonecutters' Power Diminishes: Internet to Blame

Is Google Getting Into Behavioral Targeting, or No...

 


Traffick - The Business of Search Engines & Web Portals

 


Home | Categories | Archive | About Us | Internet Marketing Consulting | Contact Us
© 1999 - 2013 Traffick.com. All Rights Reserved