Face it: No one reads your company e-newsletter. The average user
spends a mere 51 seconds skimming one — and needs only 90 seconds to
unsubscribe. To prevent inbox irritation, "include short stories or
bits of advice that are easily digestible," recommends Chad White, research director at Responsys and a veteran of the Email Experience Council, this London conference's sponsor. Design
is also crucial. Newsletters lose a fifth of subscribers to layout and
usability issues. And, please, don't spam your readers. "It's not about
more email," White explains.
Now that brands are becoming more aggressive
users to social tools like Twitter and Facebook, there's a danger
that consumers will be inundated with marketing messages and unwanted
advances. The messages have become "touch points" scheduled by a system; the major brands have many ways to touch a customer—advertising, public relations, direct
marketing, telemarketing, and now SCRM. With all
that at their disposal, no wonder brands sometimes appear to be
stalking consumers. But those are the big brands. What about the
2008 has been a turbulent year for agency and brand marketers alike. With ad
budgets pulled back but agency and brand marketing result expectations as great
as ever, I've been spending a lot of my time on the road, addressing both
parties at conferences like iMedia Connection's last agency summit and a host
of other forums where marketers are seeking answers to the various dilemmas
they face within their own domains.
In a nutshell: a company called REMO asking its community very directly to help them continue to stay viable, by buying their product.
In the fuming pile of spam I pooper scoop each morning, this got momentarily retrieved when I saw "SOS" in the subject line - why, it could be a friend in need, or my employer yanking me back to the office, and it doesn't sound like the Treasurer of a Nigerian Bank either ...