Email also does not convey emotions nearly as well as face-to-face or even telephone conversations. It lacks vocal inflection, gestures, and a shared environment. Your correspondent may have difficulty telling if you are serious or kidding, happy or sad, frustrated or euphoric. Sarcasm is particularly dangerous to use in email."
Does email have an impact on brand?
My brand My email brand disasters
1. The email started out: "If you want me to fire him, I will have him gone within 10 minutes."
2. The email subject line said "Look at me" The content said "tell me what you think and send back to me. I want to edit your comments before sending to the executives."
Email has a significant impact on brand: Good and Bad
The Good
> In a study of 100,000 direct emails sent as part of individual campaigns on behalf of consumer brands, we found that email marketing can lift brand awareness by as much as 58 percent or more. In one example, a credit card company, email lifted intent to apply for that credit card by 66 percent or more. (Source: MediaPost 09/2006)
The Bad
> One "negative" email experience can cause a recipient to stop doing business or patronizing your organization: Doubleclick reports that 90% of users will use email to engage in and determine the value of a relationship with a company.
A "Perceived" Branding Story
> Too many "people" images which did not relate to the product. I had to look for information that interest me and I did not find the offer easily.
> LOVED this one. If I already know I'm going to be getting marketing email from IBM, a little wit and a sense of story made the difference for me.
> Guys in ties and IBM, it fits nicely.
> I like the two guys in ties. It's kinda old-school feeling. I like that one guy is in profile. The large font, red link, brought me in. The offer itself is not easily identifiable
The Four Truths about Email as a Branding Vehicle
1. Email delivery and rendering is not only a critical but strategic aspect of your messaging efforts
2. Branding in an email is = to Word of Mouth marketing. Caution is advised
3. Email can no longer be thought of as "a single communication vehicle" -email has evolved into the backbone of digital communication
4. There distinction between direct and brand is disappearing. Email is the driver!
Email delivery and rendering is not only a critical but strategic aspect of your messaging efforts
Know your brand's reputation when it reaches the inbox
THIS is John Chambers THIS is NOT
FACT:
- 20-30% of all email never make it to the recipient.
- Of those that do, 25% or more will render with broken images and/or missing links.
- Email Deliverability is CRITICAL.
Branding in an email is = to Word of Mouth marketing. Caution is advised
Bad Branding
Another Oops
This email was "accidentally" sent to the entire mediapost opt-in base.
OOPS
Dialogues
Email can no longer be thought of as "a single communication vehicle" - email has evolved into the backbone of digital communication
The time to elevate email has arrived!
Email delivers the highest return on investment by an eye-popping margin, according to the Direct Marketing Association.
Email returned a whopping $57.25 for every dollar spent on it in 2005, $7.08 for every dollar spent on print catalogs and $22.52 for every dollar spent on non-email Internet marketing. Email driven sales in the U.S. will show a compound annual growth of 14.9% between 2006 and 2011, according to the DMA.
Commercial email generated $16.5 billion in U.S. sales in 2005, according to the DMA.
-$7.7 billion in consumer sales and - $8.8 billion in business-to-business
The organization projects email sales to grow to $18.5 billion in 2006 and $37 billion by 2011.
Marketers in the U.S. spent $300 million on email in 2005.
They are expected to spend $400 million on email in 2006, an increase of 24.4%,
The DMA's definition of commercial email includes all email designed to immediately sell a product or service, identify a lead, generate a retail purchase or solicit contributions. It excludes all email not compliant with the federal Can-Spam act.
