Continuing the blog post series “Email Industry Experts Speak Out,” (see posts from FTC and Pivotal Veracity) today I’m asking Whitney Hutchinson, Group Director, Strategy and Account Services at Razorfish to contribute her thoughts on many factors that affect email marketing and questions about the future of email marketing. Razorfish is one of the largest interactive marketing and technology companies in the world focusing on harnessing the power of email as an extension of its eCRM (define) approach. Among the numerous well known powerhouse brands Razorfish represents are Levi’s, McDonalds, Carnival Cruise Lines and Starwood Hotels.
Chris – Q) How critical is authentication to sending email in your opinion? Do you see any special creative axioms to follow to avoid having content get caught up in anti-spam filters?
Whitney – A) Before beginning a program we feel it’s important to have the proper building blocks in place to make sure that your messages get delivered properly and render the way you intend. Our email manager just wrote an entire article on the subject in our most recent eCRM Advisor. In terms of creative we suggest clients manage the ratio of image to text within their creative and follow standard anti-spam guidelines (don’t use excessive capitals, exclamation points, etc.).
Chris – Q) What is the relationship between content and the recipient? How about the disparate email clients used?
Whitney – A) This is the where email trumps other digital channels and where it can really drive communication relevance. By understanding users – both from a behavioral perspective as well as by asking for and managing specific customer preferences – the email channel can be used to drive highly relevant and targeted content and communications. Utilizing segmentation, personalization, triggered messaging and dynamic content – email can be the channel that builds, encourages and drives ongoing conversations with customers. Likewise, the more relevant and targeted the content is over time – the longer this conversation will continue and grow.
Of course, the conversation is only going to be relevant if the experience is optimized from a creative perspective – so planning and developing creative based on the most popular email clients is important. Ensuring that your content properly renders and that even with images stripped your messages get across, is key and are things to think about in the design phase of your creative.
Chris – Q) What is your definition of an engaged recipient?
Whitney – A) An engaged recipient is someone who opens, clicks, visits your site, purchases and/or forwards your message, etc. Of course there are levels of engagement which is why you need to measure and monitor your email programs, and to craft special programs for different types of customers: welcome, lapsed, best customer programs, purchaser v. non-purchaser programs etc.
As SCRM (social CRM) gains hold and as email and social work more and more together from a marketing perspective – engagement also bleeds over into this other realm. We have a long way to go in this space – but an engaged recipient should be evaluated across channel – i.e. are they part of your email list AND part of your Facebook fan-page? What about your mobile program? With additional engagement are customers actually more valuable? Companies are just starting to look at this overlap and understand how the different channels can be manipulated to further engage customers and drive value.
Chris – Q) How do you see the multi-channel communication “net” affecting email’s use as a conduit of information? Marketing?
Whitney – A) We have done multiple studies here at Razorfish that show there is a stacking effect across different media channels. And as more of the emerging channels take shape – social and mobile – it’s more important than ever to manage, coordinate and optimize communications across channels. Relationship marketing should be the overarching strategy and the channel strategy should support that. It’s about speaking to customers where “they” are, not necessarily speaking to customers where the “brand” is. Email is a key channel in any RM strategy and I don’t see that changing any time soon.
Chris – Q) If there’s one thing you could say to marketers to do differently or better, what would it be? One thing about their content?
Whitney – A) Manage customer relationships – don’t just push out content based on your promotional calendar. Digital marketing, email in specific, allows brands to have ongoing dialogue with customers and build lasting relationships. If it’s all about the brand and nothing about the customer – this conversation becomes one-sided and will not net you the revenue and long-term value you seek. So think about what customers want, need and require from you to further engage with your products and services throughout their lifecycle.
Chris – Q) Are there any exciting and new innovations on your horizon that you would be able to give us a teaser on?
Whitney – A) We’re doing a lot of work and thinking in the SCRM space. How can you identify and manage relationships with your key advocates? How can email and social work together and how does mobile supplement this? This is all about communication planning, advanced analytics and targeting – all areas we see tremendous growth in in the coming year. In terms of technical or creative innovations – there has been a lot of buzz around video and in all honesty we’re not blown away yet. Of course we’re also watching mobile intently and ensuring that our clients’ mobile strategies are integrated with their overall RM strategy.
Many thanks to Whitney for her time and great responses. Stay tuned next week when I talk with George Bilbrey, President, Return Path.
Did I ask Whitney the tough questions? If not, please comment below. We’re listening!
Chris Wheeler
Director of Deliverability at Bronto
@ChrisAWheeler
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