In "The Inside Line on Email Marketing" dated Monday, July 10, 2006 by David Baker (How Much Email is Too Much?) he laments the sheer weight of daily email as "out of control." Additonally, he raises the question: "how much email is too much?"
My own inbox presents a daily challenge. How to weight the good from the bad is not so difficult. I've found it relatively easy to sort the spam. Yet, it is difficult to read the opt-in emails I have requested, and give them their daily due dilligence. These messages quickly build up. I have little time to even scan them adequately. Yet, it's not surprising that I value them and want to see them continue, even when I can't give them the time they deserve.
Email marketing popularity is reaching a critical mass. Our clients enjoy discussing the channel while they consider their move into email marketing. They like the idea of the quick hits, rapid response and instant data... and the savings over what they once spent of mailings and printing. But, I think their also waiting. Is it all so safe? Will it continue as the mainstay, the very backbone of digital marketng? And, how much is too much?
As long as it works, we say. As long as it helps you engage, and helps the customer engage in interesting and useful content, then frequency should be a secondary concern. As Mr. Baker suggests, too many repeated messages can numb the customer or even fatigue the list. Yet this may not be so real, if you're sending a high quality mesage with appropriate emphasis (i.e. some repetition on main themes, but keep it reasonable).
We all know what that means.
No comments:
Post a Comment