On rare occasions Only Influencers publishes an article so important to the future of email marketing and its stakeholders that we label it "Must Read". Todays rebuttal, written by Kath Pay and Tim Watson, of a recent CNBC article is one of those rare occasions.
After nearly 20 years in the industry, it still astonishes me to find how many email marketers aren't doing everything they can – legally! – to acquire high-quality subscribers.
Because email marketers are under resourced, busy people – and often new to the profession or have nobody to show them the ropes – they look to "best practices" as silver bullets that will fix their problems or keep them on the right side the law
Coupled with our history of being associated with spam, it's easy to see why marketers are so focused on following best practices. They use it as a solution to a common problem. The solution becomes a trend, and before you know it, it's promoted to a best practice.
However, I see too many marketers rushing to implement best practices without questioning whether something is truly a best practice, a trend or a bad habit that has evolved into a rule.
Your customer data is a goldmine of information just waiting to be discovered. You know that emails which reflect a customer's data are more relevant and likely to be acted on, but too many marketers stop at basics like name, gender or location.
We talk a lot about how to wake up inactive subscribers and customers, but none of the usual strategies and tactics tackle one of the root causes: Your email's personality doesn't appeal to most of your subscribers.