At the beginning of January, the L'Atelier BNP Paribas website published an article entitled "The problem is not the message sent by marketers, but the channel used: email". In it, Anirban Datta, founder of Shopilly looks at the use of email as a marketing tool.
In the interview, Anirban Datta defends the model of his company which proposes to clean the mailbox of the members of the platform by reorganizing the content of it.
But Anirban Datta's final message made me react in the comments of the article:
"Strange conclusion in this article. My opinion is exactly the opposite of Anirban Datta's.
It is precisely the message that needs to change. Since the beginning of emailing, marketers have only reproduced what they were already doing on other channels (and mainly via Direct Mail).
It worked for a long time, because the medium was new and the marketing pressure was not very strong.
But if in the last few years the performance of emailing is down (but still well above the average of all channels) it is precisely because instead of changing their messages, advertisers have increased the marketing pressure.
With the mass of data that advertisers have, there is a way to personalize the messages sent from emailing in a very advanced way and this is the way to go.
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Email may be more than 30 years old, but it has always adapted to technological developments, as we have seen recently with the rise of mobile emailing."
To go a little further, there is some truth in Anirban Datta's message, email as a medium must evolve, but it will not be by replacing it.
In fact, this evolution of email is already well underway. Players such as Google or Microsoft have understood this well by making their webmail platforms (Gmail and Outlook.com) evolve in a direction that offers more power and comfort to the user. This is for example the improvement of anti-spam filters based on the user's reactions or the differentiated classification between interpersonal correspondence and promotional mailings.
But it will take a lot more than that for the user to regain full control of his email address. In the near future, we could see extremely advanced functions appear in email management software. For example, in the tradition of "social shopping" sites, having the opportunity to influence the classification filters of promotional emails according to the purchase intentions declared by the consumer or the recommendations made by his friends.
Nevertheless, in order to seduce the consumer, marketers have to review the content of the messages they send to their customers and prospects in order to be as relevant as possible. And this requires the use of behavioral data, interests declared on social networks, ...
Relevance is more important than ever!
3 réponses
This title is the last straw!
Relevance is a prerequisite in my opinion.
Small practical test:
Put your brain down, stop navel gazing at your marketing and honestly answer the question, "If I get an email like this, do I open it, do I read it, do I click somewhere else other than unsubscribe or report spam?"
If you're really honest, most of the time the answer is: "I'll delete it" or worse.
If the answer is "I love emails like this, I would love to receive them!" then you are not being honest 😉
It's not a stretch, it's a provocation 😉
Bravo, a rather realistic subject. Discover the 3D renovation of real estate in 360°.