It’s 7am: the alarm on my phone rings, and for a moment I wish I could slam it off like the old-school alarms. But instead I pick it up, swipe right to turn off Justin Timberlake, and immediately check my email. There it is in my inbox: my weekly message from my favorite brand. I know it’s a SALE—the subject line says so—but when I open it I find that it’s blank. Not one to give up, I scroll down to the bottom, tell my device to “download all images,” and then I wait. It finally loads, and… the copy is so small that I’d have to borrow my grandma’s bifocals to read it. I’ll admit, I don’t save the email for later to check on my desktop. I’m annoyed, and I delete it.
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“You can always tell when the groove is working or not.” – Prince
The Purple One knows when the groove is working, and optimizes his performances for it. We should be doing the same when it comes to email marketing. We’re always asking ourselves if our groove is working—are we marketing too much or too little? How much is enough, but not overkill? Unfortunately we can’t just party like it’s 1999, because in 1999 there was no CAN-SPAM—marketing was a free-for-all for blasting as many people as possible. Today, customers have protection, and, better yet, those little unsubscribe and spam buttons. The solution? Look to Prince.