Sometimes I wonder if the whole “Information Overload” we experience in our day-to-day lives keeps us from staying on task. It seems that all information now is a sound bite, elevator speech, 10 tips to increase your [whatever]. If the subject line in your email marketing isn’t enticing, your email won’t be read. The “Short Attention Span Theatre” subscriber is one battle for sure; the other is sender A.D.D.
Having been on the front lines of email marketing for the past ten-plus years, I’ve found that real attention to the details of email marketing campaigns are rarely followed from campaign-to-campaign. I witness it all the time with clients and with other email campaigns and newsletters I receive.
This story started when I received an email marketing message from a local restaurant (I opted-in) that my wife and I frequent on a pretty regular basis. We visit enough that the owner and wait-staff know us by name. So the email message touted "Crawfish are Here" save $1.00 a pound only $4.99 (regularly $5.99).
In the old days of email marketing you could send the same email newsletter to all subscribers... same discount, same content and get a good conversion rate. But that just doesn't work anymore.
