Is your e-blast an e-dud?
Currently, 85% of all email is Spam. That means that your email marketing needs to fight hard to keep from being deleted or sent to a junk mail box. Frankly, there aren’t a lot of e-blasts I’ve seen that really compel me to read through them. The best emails are sent to me from businesses or organizations that are relevant to me. I can tell you without reservation that I wouldn’t be interested in an email from someone offering me a hunting lodge to rent in Wisconsin (true scenario). But expedia.com knows that when they send me a promotion for a weekend in NYC, I open it. They know I’ve traveled there before, using their Web site to make a reservation. That’s what “relevance” is all about.
As marketing and PR professionals, our goal isn’t “how many people can I possibly send my message out to?”—it’s “how do I target my e-blast to a very narrow and specific group of interested people?”
