Is there really one way to email successfully?

I’ve been watching a bunch of folks discuss someone’s mailing practices. The discussion has been fascinating to me.  I’m hearing from the conversation is that there are very specific rules regarding how every company should mail. And that anyone who deviates from those practices is heading down the path to failure. Doing it wrong.
This theme has come up before, when I’ve heard expert marketers comment that Groupon proved how wrong the “daily email is too much” advice was. My response to that is confusion. Who decided daily email was too frequent and wouldn’t work?
I come from a non-marketing background, so maybe I’m missing some essential bit of wisdom or context. But it strikes me that a lot of the rules (no daily email, never establish aggressive engagement metrics) are really stifling innovation. There seems to me to be an unwillingness to think about why it might work if a particular sender does something against the grain.
Of course, once something has proven a success, everyone jumps on the bandwagon. Half my potential clients over the summer told me they “want[ed] to be the next Groupon.” Most of them didn’t make it, though.
I look at email as having a massively diverse user base. There are lots of people who use email in ways I would never consider. There are lots of people who think the way I use email is wrong. Unlimited opportunities for smart marketers exist.
The more cynical part of my brain says that finding and developing an enthusiastic recipient base takes too much time. Companies want to be the “next groupon” or the “next facebook”. But they want to do it by copying the business model, not by being innovative and meeting some need that currently isn’t being serviced.
There are, of course, some models that are never going to work, like randomly harvesting addresses and sending spam. But I don’t think that means email marketing is dying, just that innovation and imagination might be.

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The answer is 42

I continually run into companies that don’t really have a goal or understanding of their email marketing program. They’ve never really asked questions about how they’re using email or even why email is the right answer. Lots of companies are also diving head first into email marketing or the social media craze without having thought about what their goals are and what they want to happen.
What regularly ends up happening to companies that jump in without a clear goal is they get into a situation where their delivery is bad. Then they read a lot of best practice advice on the net and try to implement all of it. Sometimes that works, but other times it doesn’t. Finally they hire me or another consultant to help them sort out where it all went pear shaped.
My consulting isn’t about rote recitation of common best practices. Instead, I want to know about a client’s business and what they think about email.  The most frequent question I ask clients is: How does email fit into your business? What are your goals for your business? What is your value proposition?
Some of my clients can’t answer these question. They just tell me they want to use email and they don’t know what they’re doing and that’s why they hired me. Well, I can help them successfully send email, but I can’t help them decide what role email plays in their business. Those are the decisions my client needs to make. I can’t set their business goals for them.
When was the last time you actually sat down and just thought about your business goals? I know that sometimes it’s hard to find the time to look at your business and where it’s going. “Think about it? I’m too busy doing it!” But every business person needs to look at their business goals.
Once you’ve thought about your goals, think about your email marketing program. Is email helping you to reach those goals? How?
If you’ve reached your current business goals, what are your next ones? And how does email fit into those goals?
Sure, having an answer is good, but are you actually asking the right question?

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Email marketing is hard

I’ve watched a couple discussions around the email and anti-spam community recently with a bit of awe. It seems many email marketers are admitting they are powerless to actually implement all the good advice they give to others.
They are admitting they can’t persuade, cajole, influence or pressure their companies to actually follow best practices. Some of the comments public and private comments I’ve heard from various industry leaders:

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Broken Policies

As an email policy wonk, I think a lot about how specific policy implementations can go wrong. Sure, every policy can go wrong, or not fit a common case. A lot of people only write polices that address common cases and don’t worry about the rarer cases. The problem is there are some rare cases that may cause significant harm and those cases should be addressed.
Consumerist has a case up about email policy gone wrong with a clear path to harm but no policy for handling the issue. There are a couple places I see where this policy hole can be fixed.
Chase Bank does no verification when they collect email addresses, which results in them sending email to a person who does not have an account with Chase. This is not an ideal situation for anyone. Chase is revealing private financial information to an outside party, the actual bank customer is not getting their information and someone is getting email about money that’s not theirs.
In terms of policy for institutions handling sensitive personal information, I would always recommend implementing a verification step. This is mail that people want so they should confirm it. It’s also mail that really should be not going to 3rd parties.
Chase does not implement any verification step for email. This isn’t a fatal problem, as long as there is some process in place to get feedback and then correct the issue.
Unfortunately, Chase’s policies failed here, too. Chase requires an account number to speak to a representative about any issues. In this case, the email recipient does not have an account number. All of Chase’s contact channels rely on an account number: no account number, no talking to a human.
In terms of overall policy  Chase is hoping here is that, at some point, their actual customer will notice they’re not getting email and call in and attempt to troubleshoot the problem with Chase reps. I’m willing to bet, though, that their tier 1 people don’t have the training or information needed to troubleshoot this problem. I expect they’re going to read the script that says, “We sent you the mail, it must be a problem on your end. Have a nice day.”
Chase, and other bank analogues that require an account number, that do not verify email addresses should not require account numbers to talk to someone about the mail they are receiving. Why? Because although it’s reasonably rare that the mail is going to the wrong party, the potential harm to the bank’s customer is very high. This danger to customers means the bank should invest in a support pathway that allows non-customers to call, or write, to report misdirected email.
If Chase were my customer, I’d recommend adding a button to the email that says “receiving this mail in error, report here.” Make this a simple form that the recipient can fill out, two boxes one for email address and one optional one for “reason”. Once the bank has the report, they can stop the misdirected email and attempt to contact the customer through another channel. I’d also recommend that customers confirm any new address they add to the account in the future.
I know the bank thinks that by requiring an account number they are protecting their customers. Unfortunately, they’re failing to address a rare but potentially harmful case. Sadly, I expect even after this, they will still fail to implement any changes that will stop this from happening in the future.

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