May 14, 2019

Email Marketing / Spacing

Recall this image from a few days ago? Look how the offense, via spacing, created a situation where one player ends up with the ball and doesn't have anybody within 10 feet of him.

When the player is this wide open, the probability of a made three pointer increases from maybe 30% to maybe 40%.

A vendor recently sent out a study about email opens and email clicks (click here). The study suggested that opens and clicks are in decline while volume increases. This is a classic example of Marketing Spacing.

In other words, if you send five email campaigns a week, you are not doing a good job of creating spacing. Everything is crowded.

Want an example?  Here are the messages from a brand you know and love ... from three days last week:
  • Friends and Family Savings for our Best Customers.
  • Spectacular Savings.
  • Save Up To 40% Off.
  • Special Invite - Free Shipping.
  • Up To 50% Off Key Items.
  • Good News: Friends and Family Savings.
  • Save Up To 50%.
That's eight messages (8) within three days.

And you wonder why email marketing "doesn't work anymore" as a Professional recently told me??

The article goes on to talk about segmentation as a key strategy. And if you're going to send out three campaigns a day, I suppose that is a tactic, sure.

A strategy, however, might include not pummeling the living snot of out a customer with three %-off offers PER DAY.

Spacing is critically important in marketing ... it's something more of us should be practicing.

1 comment:

  1. Email is a tragedy of the commons type situation. Everyone abuses it to the point that it's ruined. So slowing the pace and being reasonable only helps a bit because the entire medium of email is so abused that all marketing emails get ignored. And maybe I'm leaving money on the table by not abusing it too.


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