We all know that we shouldn't drive through a red light at an intersection, yet sometimes we still do it.
In the last 24 hours, I have received emails about:
- A simple tax register that I don’t need
- A free webinar that I don't have time for
- A practical guide on executions that I don't use
- Benefits and updates from a bank that don't apply to me
The creators of these messages didn't bother to address my needs, time, problems, or solutions. That's why their email marketing doesn't work.
What kind of email marketing works?
The kind where the sender:
- understands my needs,
- finds the right timing, and
- solves my problems.
We know this, yet email marketing still doesn't work
You probably already knew all these rules or at least heard of them. And so did the senders of those emails. Yet it still doesn’t work?
The reason is simple - your knowledge does not guarantee the correctness of your decisions.
We all know we shouldn't drive through an intersection at a red light, zet sometimes we still do it.
That's because our deisions in the moment are influenced by the circumstances in which we make them. Despite the danger of the red light, many othe factors at that moment affect our choice.
And when we decide to send a poor marketing email, the warning signals of how risky that action is often don’t stop us.
So how do you create effective email marketing?
By making decisions much earlier about what kind of messages you will send, to whom, and when.
Email marketing is just one of many marketing tools. Most often, it’s poorly integrated into the overall marketing strategy and tactics, because it requires a lot of thought and decisions about communication processes and procedures.
It success depends on how well you understand the role of email in your digital marketing strategy.
Email marketing at Kainoto
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