How to breathe new life into your emails

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It seems the admiration I have for movies is about as strong as my heartbeat's pulse for music. Just as there is a song to evoke every emotion, there's an equally captivating movie that visually illustrates most actions. Recently, I was multi-tasking while the tube was on in the background, and I overheard the memorable line from "The Sixth Sense," -- "I see dead people." The self-proclaimed nerd in me immediately thought, I've seen dead email programs -- but then I thought differently, putting things into perspective. 

Email programs themselves don't necessarily become "dead" per se, just more or less going through the various stages of sleep. Allow me a moment, and I'll elaborate. 

How to breathe new life into your emails

The multiple stages of email sleep

Stage one: The stage of sleep that is characterized as being light, drifting in and out, easily awakened.

In my opinion, many of the better engineered email programs in circulation will likely fall into this category. Marketers working in this stage of the game will be actively using one or more different levels of triggered messaging as they are actively moving email programs forward in an effort to quicken speed-to-market. Use of dynamic content during this stage will also be commonplace because production teams will have realized and acknowledged the benefits and efficiencies that can be gained, simply by implementing such a great practice. 

Stage two: best characterized as the point at which eye movement stops and brain waves become slower. 

Relative to email, this is very much how I'd describe batched or static emails. Take a moment and think about why batched emails even come into play: They're simple, uncomplicated, and a quick, easy way to get things done -- the most basic of common denominators, I'd say. The same goes for static emails. Think on a global scale for a moment, i.e. Europe, the Americas, Asia-Pacific -- very distinct audiences, obviously, and even more undoubtedly, different associated creative template elements. Due to a time crunch, or lack of bandwidth, a marketer that doesn't know any better may just as well go through the motions of developing multiple versions of templates. Not a very efficient process, now is it?

 

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