Comments on: Thinking Outside the Inbox http://www.aperiomarketing.net/blog/2009/01/thinking-outside-the-inbox/ Pragmatic marketing ideas for small- and medium-sized business Fri, 07 May 2010 16:33:10 -0700 http://wordpress.org/?v=2.9.2 hourly 1 By: Matthew Parente http://www.aperiomarketing.net/blog/2009/01/thinking-outside-the-inbox/comment-page-1/#comment-9 Matthew Parente Sun, 01 Feb 2009 16:07:52 +0000 http://www.aperiomarketing.net/blog/?p=162#comment-9 Doug, great comments and thanks for participating in the conversation. I agree, the medium for the message MUST be accounted for. While there's some subtlety between email and texting, in the end, it's not much different than taking a TV commercial and repurposing it for radio. You have to address and modify the message for the specific media the person is using. One size does not fit all. However, I'm curious to know how you'd classify it? Would a text message count as a part of an email marketing effort? How do we classify email marketing? Is it any electronic form of communication that is sent to a specific location (e.g., RSS)? Doug, great comments and thanks for participating in the conversation. I agree, the medium for the message MUST be accounted for. While there’s some subtlety between email and texting, in the end, it’s not much different than taking a TV commercial and repurposing it for radio. You have to address and modify the message for the specific media the person is using. One size does not fit all. However, I’m curious to know how you’d classify it? Would a text message count as a part of an email marketing effort? How do we classify email marketing? Is it any electronic form of communication that is sent to a specific location (e.g., RSS)?

]]> By: Doug Bellenger http://www.aperiomarketing.net/blog/2009/01/thinking-outside-the-inbox/comment-page-1/#comment-8 Doug Bellenger Sun, 01 Feb 2009 15:48:23 +0000 http://www.aperiomarketing.net/blog/?p=162#comment-8 Matt, I agree that with devices like the Blackberry and iPhone, we often times substitute them just due to the ease of sending email through these devices. I know many people who feel they don't need text messaging because of this and interact just via email. I think there's a difference with respect to marketing though, and email marketing in my opinion hasn't adjusted to mobile devices and the on the go customer yet. Text messaging is a very efficient way to quickly communicate with these users and we know that the users on are mobile, so we can target the call to action to support this. For emails on phones, the messages are still long and over-formatted, the images are large and may take awhile to load, and the formatting isn't viewable often. Plus the links and incentives for email marketing often take you to sites that aren't viewable on the device or you can't complete the incentive. All of these effect a campaign because a qualified lead may get frustrated and not follow through the campaign as they would if they opened the offer at the desktop. In order to make email campaigns effective, I think it's important to understand the recipients email preferences and adjust the messaging you provide to mobile clients. At a minimum I recommend that a plain text email is available to recipients, and that it links through to a mobile ready landing page to drive the branded call to action. Matt, I agree that with devices like the Blackberry and iPhone, we often times substitute them just due to the ease of sending email through these devices. I know many people who feel they don’t need text messaging because of this and interact just via email.

I think there’s a difference with respect to marketing though, and email marketing in my opinion hasn’t adjusted to mobile devices and the on the go customer yet. Text messaging is a very efficient way to quickly communicate with these users and we know that the users on are mobile, so we can target the call to action to support this.

For emails on phones, the messages are still long and over-formatted, the images are large and may take awhile to load, and the formatting isn’t viewable often. Plus the links and incentives for email marketing often take you to sites that aren’t viewable on the device or you can’t complete the incentive. All of these effect a campaign because a qualified lead may get frustrated and not follow through the campaign as they would if they opened the offer at the desktop.

In order to make email campaigns effective, I think it’s important to understand the recipients email preferences and adjust the messaging you provide to mobile clients. At a minimum I recommend that a plain text email is available to recipients, and that it links through to a mobile ready landing page to drive the branded call to action.

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