EMAIL MARKETING: ART OR SCIENCE?
Science defined: any activity that is the object of careful study or that is carried out according to a developed method.
Art defined: the creation of beautiful or thought-provoking works, for example in painting, music, or writing.
Delivery of email can be viewed as scientific:
- deliverability
- behavior analysis
- tracking
- recording
- technology
- Subject lines are tailored
- Segmented audiences
- The research shows the best time to communicate is at 2pm on Thursday
What is going to make the difference?
The creative
Email marketing is about creating a desire to know more...
- Engage someone
- Provoke a reaction
- Get people talking
- Generate excitement
Comparison:
Email 1
- Clean layout - Relevant imagery - Clear branding
Email 2
- Multi-coloured text - Blinking words - Different font sizes
Which would you rather read?
- Two seconds to get attention
- People scan, they don't read
- People recognise good design even if they aren't designers
- A well designed message offers perception of value
Conclusions:
Delivery of the email may be science, but getting them to read it, is the art.
