What Facebook and Email Stole from Google’s Playbook | Email Marketing Advice | Social Media Consulting – Convince & Convert
All of the major Internet service providers are moving swiftly toward subscriber-level deliverability based on individual engagement. This means that whether or not you have opened or clicked on an email from a company in the past will directly impact whether you will receive that email in your inbox or spam folder in the future.
The argument for personalization, testing, and other relevancy-boosting email considerations has always been that the post-delivery metrics like click-through and conversion rate would improve (and they do). But now, if your emails aren’t interesting and engaging to members of your audience, the subscribers you worked so hard to get will just stop receiving your messages. Poof! You’re off the radar and forgotten faster than the freak voted off Project Runway in week one.
This should scare you. And it should free up some budget and willpower for rigorous testing (especially subject line and time of day), and hard core dynamic content. Maybe even the use of analytics to create emails derived from your subscribers’ Web site behavior.
Categories: Recognition Economy