Email provides you the most direct line of communication for conversion to sales … which is why the most savvy online marketers have no intention of giving it up any time soon.
It’s also amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), email practically pays for itself … and saves a tree or two. It’s what you use when you want to move from “conversation to commerce.”
Good email content deepens your relationship with your audience through effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your prospect needs and shares with others (inspiring referrals and word-of-mouth).
As a 21 year old student, I regularly open my emails every morning via the mail app on my iPhone, and unsurprisingly, every morning I am greeted by at least 5 marketing emails all offering me special deals and updates on new products which may interest me. But which of these marketing emails actually interest me and serve their purpose?...
Lets take a marketing email I received from Sony this morning as an example...
So when I first opened the email I was greeted with the above image. '4 Days of Crazy Deals'. With Christmas coming up, the timing of this email from Sony could not have been more accurate, however what are these crazy deals Sony are offering me? I decided to pursue the email and check out Sony's landing page..
At first glance, Sony's landing page seems fairly attractive. There is plenty of space around the web page which provides me with comfort and the use of images on the page are ideal in drawing my attention in wanting to see more. However, where are these crazy deals that Sony are talking about?
You may see in the first image of the email itself, Sony have invited me to 'Visit the Sony Store, Online and plan your purchases'. After clicking onto the landing page, all that I am displayed with are categories of electronic devices which I already know Sony stock. Sony have not displayed any products, prices or promotions. Where are these crazy deals which I was supposed to consider buying? Nothing has caught my eye..
Lets slow this down a little and cut Sony a break. After looking at the categories displayed on the landing screen, I was reminded that my 18 year old brother had asked Santa for some new headphones this year. So I decided to check it out..
After following the links displayed on my screen, I finally arrived on Sony's portable headphones page. Now this is the first time I have been notified on any sort of pricing since clicking on the email advertisement and the pricing displayed does not show me any 'Crazy Deals' which I can consider.
After spending a good 5 minutes browsing Sony's site, I have still not been able to find, view or plan any purchases which I may have been interested in during Sony's '4 Days of Crazy Deals'.
In my opinion Sony have demonstrated poor email marketing and I am likely to delete all future marketing emails received, as well as unsubscribe from their mailing list.
References:
http://www.simplybusiness.co.uk/microsites/email-marketing-guide/
http://www.copyblogger.com/email-marketing/
http://www.sony.co.uk/?ccid=7770552503020520&cid=eml-576663323
