Email as just-in-time information
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The first time I read through this article by David Baker, I just got confused. It's not something to read when jetlagged.
Reading it a second time revealed the rather insightful contents. Namely that it can help to think of email as delivering information that meets the current needs of the recipient, in the context of a particular business objective.
Hold on...this isn't just about sending the right coupon to someone looking to buy a particular product. It's about understanding the many different things we'd actually like customers and prospects to do. Not just making an immediate purchase, but other things like, for example, becoming an advocate for our business.
Then you need to understand what information you should deliver (and when) to further those desired actions or behaviors.
Easier said than done. But thinking differently about email always helps. And David's article (as always) certainly makes you think.
Now pass me a Red Bull.
More on email marketing strategy | Tags: email marketing, just-in-time information, JIT
Reading it a second time revealed the rather insightful contents. Namely that it can help to think of email as delivering information that meets the current needs of the recipient, in the context of a particular business objective.
Hold on...this isn't just about sending the right coupon to someone looking to buy a particular product. It's about understanding the many different things we'd actually like customers and prospects to do. Not just making an immediate purchase, but other things like, for example, becoming an advocate for our business.
Then you need to understand what information you should deliver (and when) to further those desired actions or behaviors.
Easier said than done. But thinking differently about email always helps. And David's article (as always) certainly makes you think.
Now pass me a Red Bull.
More on email marketing strategy | Tags: email marketing, just-in-time information, JIT
Permalink | February 21, 2007 |
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