When you log onto the WhatCounts website, the first thing you see is our company’s philosophy: We Love Email. We hosted an event in Chicago to spread our love of email, and we have another one in just a few weeks in San Francisco. Everything we do is focused on helping our clients understand how to see the maximum possible return from their email efforts.
But what does that mean? Anyone can say he or she loves email, but what does it really mean? How can someone love the electronic transmission of messages from one party to another?
I can’t speak for everyone else at WhatCounts, but I can tell you why I love email.
At my core, I’m a storyteller … always have been, always will be. And while there’s no replacement for being able to communicate face-to-face with another person, email is the next best thing. There’s no communication channel allowing you to drill deep and personalize every message going out the door – and I’m not talking about putting the subscriber’s first name in a subject line, I’m talking about deep personalization. Dynamic content allows you to deliver the exact content individual subscribers want to receive. Can you do that with social media? Nope. Can you do that with direct mail? Not unless you want to write 15,000 individual flyers and mail them (and if you want to do that, then you need to have a talk with your boss about priorities). I don’t want to send one message to my entire mailing list – I want to send the right message to the right person – to tell them the story they want to hear.
I love email because I can track it. When I graduated from entry-level email to the big leagues, I fell in love with the ability to go beyond seeing how many people opened and clicked my messages. Conversion tracking, granular social media reporting, behavioral segmentation … and that’s just the tip of the iceberg. I generally buy into the idea if it can’t be measured, it shouldn’t be done, and email allows you to measure essentially any metric by any dimension you wish. I can see a direct, 1:1 relationship between email and activity on my website, and that’s just plain cool.
Finally, I love email because it’s rapidly evolving on an almost daily basis. My relationship with WhatCounts dates back to 2010, and it’s almost impossible to put into words just how far the technology has come in those years. Between leaps and bounds on the email service provider side, as well as evolutions in the inbox side, email is a marketing channel that never sits still. There’s always a new challenge to overcome to get emails in the inbox, there’s always a new and innovative way to make your emails render in more attractive ways, there’s always a new way to test something, there’s always a new way to use your data more effectively … the list goes on.
These are just some of the reasons We Love Email, and I know the rest of the WhatCounts team could give you a hundred more. If you want to know more about why We Love Email, and how we can help you see more from your email marketing program, get in touch with us today.
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