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01.27.10 Overcoming The Challenges Of Appealing To A Wide Variety of Markets  By John VinsonI was traversing the internet, and came across an interesting article concerning email. The piece was written by Steve Johnson, of Chicago Tribune. He writes of the phenomenon known as ‘joint email accounts', where couples (married or not) share an email account. It's quite an amusing article, and it got me thinking about various email accounts in general - the differences in how people use them, and the different ways people view their email accounts in a broad sense. Some use their email strictly for communication purposes, while others have a more utilitarian approach to the service. Discovering who your audience is, and what they use their email for should be your first step when starting a campaign. For instance, if most of the potential or current customers use email for communication, then you know how to start your campaign. There are a few ways to go about discovering your user's intent for email. First, is the direct approach where you can simply poll your readers and discover what they get most from their email. This approach might be wrong if you don't have a trusting relationship with your readers. You can try the guess-and-check method, and request feedback about how to makes your emails more relevant in the future. Once you've discovered a healthy campaign option, you then have to shape your email to match your findings. This can be difficult, especially if you're used to conducting campaigns a certain way. There are a couple of general rules to live by though, and remembering these can help increase user activity.
Communication based emails can be tricky to develop. What should always be in the back of your mind is making your campaign feel natural. If your readers open emails to directly communicate, they don't necessarily care about statistics or cold hard numbers. They want to hear from you, as a person and perhaps be allowed to respond back. On the flip side of the equation, some people don't care to communicate with their email. They simply use the tool as a means for finding deals, being alerted for various websites they're apart of. They could care less about what you directly have to say. Thus, you should use this to your advantage. Here is where enticing readers with a financially beneficial title would come in handy. These folks might not want to directly communicate with you, but that doesn't mean they're uninterested in a good deal. Email Marketers have it easy compared to the days of old. Email accounts are a dime a dozen now, and most people have multiple accounts. They generally use these accounts for different reasons, so it makes it easier on you to profile your readers. If Johnson proved anything in his article, it's that people will surprise you with their email usage. About the Author: John is a staff writer for WebProNews. |
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