Email is a Relational Medium

An email is a conversation. It’s not a magazine ad. It’s not a branding opportunity. It’s not a website. It’s a way to talk to your customers, and (hopefully) have them respond back. One of the most critical email mistakes we make as marketers is forgetting this fact. We tend to design our emails to look like our ad campaigns. We forget that we’re having a conversation and virtually shout at the people who read our emails. In this Quick Win Clinic episode (which also happens to have been recorded live at the 2017 MarketingSherpa Summit), Flint optimizes an email campaign submitted by FlexJet that falls into the trap of forgetting the conversational nature of email.
Source: Marketing Experiments
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