Email – What Consumers Want

Consumers Want Email

In a world where we hunt for customers, it’s probably good enough to simply know our prospect’s name and address. But in The Google Age, that just won’t cut it. Now that the buyer has truly become the hunter (just look at the way you handle purchases today – you Google what you want and voila! A short list and a lot of good information).

So what does all this mean?

It means we must re-think our entire marketing approach. We must be aware of our marketing mode: are we selling or allowing people to buy?

eMarketer.com discusses what it takes to have your promotional emails opened. As always, some great things to consider. Perhaps we are in a marketing period that requires thought again – zero-based marketing planning that requires us to start from scratch each year when we plan campaigns. Doing millions in newspaper advertising because “that’s what we’ve always done”, is likely a recipe for competitors to eat your lunch in this fast-paced, level playing field. Never before have we seen small firms be able to compete with large firms as effectively as they can today. Welcome to The Google Age where the buyer has the power.

Derek Lackey, Raven5 Ltd, July 2010

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