{"id":452,"date":"2020-03-03T07:00:27","date_gmt":"2020-03-03T07:00:27","guid":{"rendered":"https:\/\/spritzsf.com\/spritzbits\/?p=452"},"modified":"2021-03-10T13:14:17","modified_gmt":"2021-03-10T13:14:17","slug":"dont-just-spray-pray-email-marketing-is-here-to-stay","status":"publish","type":"post","link":"https:\/\/spritzsf.com\/spritzbits\/dont-just-spray-pray-email-marketing-is-here-to-stay\/","title":{"rendered":"Don\u2019t Just \u2018Spray & Pray,\u2019 eMail Marketing is Here to Stay"},"content":{"rendered":"

By Laurie Jo Miller Farr<\/p>\n

In May 1978, marketing manager Gary Thuerk hit \u2018send\u2019 on the first unsolicited email ever. It signalled the birth of junk mail, received by 400 customers as an ad for a presentation by Digital Equipment Corporation, an early vendor of computer systems. People hated it.<\/p>\n

\"\"<\/p>\n

Fast Forward<\/h3>\n

It wasn\u2019t until two decades later that mainstream America started setting up personal email addresses.<\/p>\n

However, the prehistoric dial-up landscape of the World Wide Web in the 20th century still looked like Jurassic Park.<\/p>\n

\"\"<\/p>\n

Surprise, surprise…email has survived and thrived. Who would have thought that the oldest technological form of mass communication could still be the cool kid in 2020?<\/p>\n

Delete is Sweet<\/h3>\n

Since the objective in email marketing is not<\/em> to have people hate it, best practices matter more than ever. The high volume received on a daily basis by the average user can make the delete button extremely attractive.<\/p>\n

\"\"<\/p>\n

Number of emails sent and received per day worldwide (in billions) 2017-2023, Source: \u00a9Statista 2020<\/em><\/p>\n

Even worse for marketers, one or two email campaigns poorly written or badly deployed can have customers deciding to make the breakup permanent by hitting \u2018unsubscribe.\u2019<\/p>\n

\u201cThe level of detail and personalization that can be integrated
\ninto it is high, but there are also a significant number of pitfalls
\nof which senior marketers need to be wary.\u201d – CMO by Adobe<\/cite><\/em><\/p><\/blockquote>\n

What Not to Do<\/h3>\n

Before addressing the proper etiquette \u201cdo\u2019s,\u201d let\u2019s visit these cringe-worthy \u201cdon\u2019ts\u201d in email marketing for business:<\/p>\n

    \n
  1. Don\u2019t purchase lists or add to your database without permission.<\/li>\n
  2. Don\u2019t neglect the unsubscribe button; that\u2019s illegal.<\/li>\n
  3. Don\u2019t make the unsubscribe functionality slow as molasses.<\/li>\n
  4. Don\u2019t mark mass emails as urgent.<\/li>\n
  5. Don\u2019t shout by using all caps. EVER!!!<\/li>\n
  6. Don\u2019t overuse exclamation marks and emoji.<\/li>\n
  7. Don\u2019t start with \u201cDear ___, I hope this finds you well\u2026\u201d<\/li>\n
  8. Don\u2019t make spelling mistakes and grammatical errors.<\/li>\n
  9. Don\u2019t write long blocks of text that resemble a book chapter.<\/li>\n
  10. Finally, don\u2019t use email when you should pick up the phone.<\/li>\n<\/ol>\n

    Best Practices<\/h3>\n

    Customer experience for your brand is a journey\u2014and it begins at the inbox. Take it from the pros at Adobe who say, \u201cDon\u2019t send more, send better.\u201d<\/p>\n

      \n
    1. Do personalize email greetings.<\/li>\n
    2. Do write email subject lines that prompt opens.<\/li>\n
    3. Do optimize preview text and taglines.<\/li>\n
    4. Do use A\/B testing to continually refine results.<\/li>\n
    5. Do send the email to yourself to review it carefully.<\/li>\n
    6. Do use one or two typefaces at a maximum.<\/li>\n
    7. Do include an email signature.<\/li>\n
    8. Do clean your mailing list regularly.<\/li>\n
    9. Do place the message and call-to-action above the fold.<\/li>\n
    10. Finally, do measure and analyze results.<\/li>\n<\/ol>\n

      The Big Picture<\/h3>\n

      Importantly, email marketing is not a standalone product. It\u2019s both a key element for brand communications<\/a> and a critical, early touchstone in customer experience. Sure, you can use an email marketing service provider for templates, deployment, and tracking. However, automated platforms cannot think.<\/p>\n

      The teams at Spritz<\/a> keep clients a step or two ahead of the email marketing game by integrating brand strategy with a content strategy for the win. Let us know if we can lend a hand?<\/p>\n

      \n
      <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      In May 1978, marketing manager Gary Thuerk hit \u2018send\u2019 on the first unsolicited email ever. It signaled the birth of junk mail, received by 400 customers as an ad for a presentation by Digital Equipment Corporation, an early vendor of computer systems. People hated it.<\/p>\n","protected":false},"author":1,"featured_media":565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[],"acf":[],"yoast_head":"\nEmail Marketing | Digital Marketing | Advertisements<\/title>\n<meta name=\"description\" content=\"Email marketing is not a standalone product. 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