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E-BRANDING 2: CUSTOMER EMAILS
As a general rule, unless their work is related to the communications industry, people born after 1983 don’t use email that often for their personal messages. They use social media and online messaging. But people born before then use email regularly.
The idea If your customers are aged around 30 to 55, then you stand a good chance of reaching them with an email, as long as you’re using software with the right tools to get your messages through personal and company firewalls. Get it right, and you’ll see an instant flow of visitors to your website as soon as your email reaches people’s inboxes. Get it wrong and they’ll either ignore you or unsubscribe. It’s greener to send emails. You can save on postage and paper (and vans) by using an email address instead of a postal address. You can use your email software’s analytical tools to tell you how many people opened it, deleted it, or deleted it without opening it, and how many chose to unsubscribe. Most of us get with a daily email flood of things that we have subscribed to, let alone all the other junk that appears in there from people who don’t follow the law, and those who our deliberately breaking it to see if they can raid our bank accounts and steal our identity. At busy times, we scroll through the inbox and only read
82 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 82
12/14/11 11:14 AM
