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- You're just like everyone else I know
You're just like everyone else I know
- By Cisco Adler
- Published 04/30/2008
- Email Marketing
- Unrated
I know exactly what you like, what you want, and what you need. To me, your preferences are the same as everyone else's and there is absolutely no difference between you and every other person I know.
Can you imagine standing in front of thousands of your most loyal customers or best business prospects and announcing this as your company’s core belief?
If your email marketing and communications sends the same message to everyone regardless of their personal preferences or behaviors, that is exactly what is happening. You are missing a phenomenal opportunity to give your recipients what they want - the opportunity to be relevant in their lives.
A high-performance email marketing initiative requires real customization - not just simple mail merge fields. We are talking about content customization. This means that you have the ability to send thousands of individually-unique messages to your customers and prospects.
Imagine how much more effective your message can be; how much more interested your recipients will be; and how much more likely they will be to take action when you respect and address their interests and behaviors.
Now ask yourself: what’s worse than not being relevant?
The answer is sitting in my inbox right now…One of the world's premiere performance apparel companies is headquartered in the North and has done a phenomenal job branding and marketing its products and extending them across category lines.
However, I don’t think they did it with emails like this one.
The heading of the email is “Nullify the Elements.” Sounds like a good lead for this time of year. After all it is December 9th. On the other hand, we live in Charlotte, NC and the temperature today is supposed to top out at 70+ degrees with tomorrow a balmy 76 degrees. You would be hard pressed to find too many people in the Southeast thinking about “nullifying the elements” right now. - unless maybe you were talking about ceiling fans.
What if, instead, they had sent an email to me showing how their materials can keep me cool during the heat of the day and warm at night when temperatures dip?
However, emails going to the Northeast should be what they sent to me since it is so much colder there now. This is a perfect opportunity to create an email message that is conditional based on where the recipient lives. If I live in New York, Pennsylvania, New Jersey, etc. send me this message. If I live in North Carolina, South Carolina, Georgia, or Florida send this particular message.
Of course, geography is just one variable we can utilize. The opportunities for customization and individualized content is limited only by our data and our imagination. Once you start thinking about 1:1 conversations and move away from the idea of mass communication, you will be well on your way to building the foundation for a relevant email platform that will be meaningful to your subscribers and beneficial to your business.
Can you imagine standing in front of thousands of your most loyal customers or best business prospects and announcing this as your company’s core belief?
If your email marketing and communications sends the same message to everyone regardless of their personal preferences or behaviors, that is exactly what is happening. You are missing a phenomenal opportunity to give your recipients what they want - the opportunity to be relevant in their lives.
A high-performance email marketing initiative requires real customization - not just simple mail merge fields. We are talking about content customization. This means that you have the ability to send thousands of individually-unique messages to your customers and prospects.
Imagine how much more effective your message can be; how much more interested your recipients will be; and how much more likely they will be to take action when you respect and address their interests and behaviors.
Now ask yourself: what’s worse than not being relevant?
The answer is sitting in my inbox right now…One of the world's premiere performance apparel companies is headquartered in the North and has done a phenomenal job branding and marketing its products and extending them across category lines.
However, I don’t think they did it with emails like this one.
The heading of the email is “Nullify the Elements.” Sounds like a good lead for this time of year. After all it is December 9th. On the other hand, we live in Charlotte, NC and the temperature today is supposed to top out at 70+ degrees with tomorrow a balmy 76 degrees. You would be hard pressed to find too many people in the Southeast thinking about “nullifying the elements” right now. - unless maybe you were talking about ceiling fans.
What if, instead, they had sent an email to me showing how their materials can keep me cool during the heat of the day and warm at night when temperatures dip?
However, emails going to the Northeast should be what they sent to me since it is so much colder there now. This is a perfect opportunity to create an email message that is conditional based on where the recipient lives. If I live in New York, Pennsylvania, New Jersey, etc. send me this message. If I live in North Carolina, South Carolina, Georgia, or Florida send this particular message.
Of course, geography is just one variable we can utilize. The opportunities for customization and individualized content is limited only by our data and our imagination. Once you start thinking about 1:1 conversations and move away from the idea of mass communication, you will be well on your way to building the foundation for a relevant email platform that will be meaningful to your subscribers and beneficial to your business.
Cisco Adler
If so, call me. I integrate dynamic offline messaging and design and a trackable online response system to achieve higher response rates and build better customer relationships in less time.
Here's a little about my background:
An accomplished marketing strategist, designer, and photographer, Cisco has over 15 years of experience in developing and creating unique communications solutions.
Recently, he served as Vice President for Marketing and Communications at Belmont Abbey College, just outside of Charlotte, NC. Cisco was responsible for redesigning, redeveloping and repositioning the College’s identity and served as one of seven advisors on the President’s Executive Cabinet.
He has served as Vice President of Marketing for the legendary fitness company, York Barbell, where he was responsible for all product development and design including: product function, aesthetic attributes, retail packaging, and presentation of new products to business customers.
Cisco also designed and patented private label programs, such as a state-of-the-art fitness equipment merchandising system for Dick’s Sporting Goods.
Cisco is also an award-winning, photographer, ranked one of the top three in a seven-state region. He has been contracted by the AP, The New York Times, The Washington Post, and numerous other publications.
Turbocharge your direct marketing response by contacting Cisco at http://ExtremeDirectMarketing.com or by emailing Cisco@AdlerDirect.com or calling 704-248-7622
Shaq and Cisco during a photo shoot at the player's home. Still one of my favorite photos!
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