Real Magnet

The Email Week That Was, 1-25-13

Here is a quick summary of some of the more important and/or interesting news stories on email marketing to cross the transom this week:

National Clean Your Inbox Day? (via Fox TV)
Yesterday was, according to TheSwizzle, “National Clean Your Inbox Day.” TheSwizzle is an inbox management application to their declaration of “National Clean Your Inbox Day” is akin to Oscar Mayer announcing that Tuesday of next week is “Eat 7 Hot Dogs In One Sitting Day.” So why did it make the Email Week That Was? Because it got some attention. Not a lot, and not all of it favorable, but it’s clear that inbox management is a movement. Seth Godin talks about approaching marketing one drip at a time, instead of trying to open up the spigot. The concept of managing inbox clutter is swelling, drip drip drip at a time.

Your subscribers trust your opinion, until you email it. (via Marketing Charts)
A new study has found that 69% of consumers trust their friends and family for advice on what to buy, more than any other sources. This isn’t a surprise. But the rest of the study is eye-opening. Next on the list are Manufacturer websites and Retailer websites, each at 55%. But way down at the bottom of the list – just above social media – are emails from manufacturers and retailers at only 32%. So when they read on your site that they should buy this product or register for this event, consumers believe you. But put that same suggestion in an email and you’re trying to pull a fast one on them. If it’s any consolation I don’t think it’s your fault. Phishing and spoofed emails that pretend they are from a brand but are not, as well as spam coming from suspect sources, all conspire to cast some doubt on the whole email channel.

Your inbox rivals are investing in data-related marketing (via Marketing Charts)
Marketers attending recent DMA and Forrester conferences were surveyed on their 2013 plans, and 68% said they will spend more on data-related marketing initiatives. Only 3% said they intend to spend less. It doesn’t matter if these companies are not your competitors or even aren’t in your industry. If more marketers are spending on data-related initiatives, that means improved targeting in the inbox. This raises the bar, and with it subscribers’ expectations. Think of Amazon, and the initiatives they started in product targeting, user experience, fulfillment and value. Brands that didn’t compete with them directly were still affected because consumers grew to expect a certain level of service or experience. The same is apt to happen in the inbox. If the big brands improve targeting, they can cut down message frequency and still be effective, leaving them less likely to be relegated to some folder to read later. In the inbox, you are not compared to your direct competitor; you’re measured up against the nearest message.

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