Welcome back to another episode of ACR Radio, this week we are back on the email, talking to Truffle Shuffle Media’s Ben Harrington. We talk content strategy, personalisation, the relevance of real world content and how, if you are not already sending emails, to get up and running, and really see the benefit of staying in touch with your customer base.
Welcome to the first episode of the ACR Radio, in this episode we tell you what you can expect from us in our new show and we get to chat to Dotmailer Founder and President Tink Taylor.
Tink Taylor founded Dotmailer in 1999, with over 20 years experience within digital communications. Serving as a member of the UK Direct Marketing Association’s Email Marketing Council and the Internet Advertising Bureau, Tink has judged the email, mobile and agency categories at the UK DMA’s awards for over half a decade. In 2014, Taylor was elected as Advisory Committee Member of the Board of the US Direct Marketing Association’s Email Experience Council. Tink first launched Dotmailer in the US at the end of 2012 and later took Dotmailer to APAC in 2015. Tink has also recently announced that he will be a judge at this years BMW i UK.
Have to start this one of apologizing to all the Star Wars fans who opened this annoyed. Read on I promise it will turn out ok.
So let’s start at the beginning
A long time ago in a galaxy far, far away
Ray Tomlinson is hard at work putting together the final touch on what would revolutionise the world as we know it. (Ray would later be know as the inventor of email, creating amongst other things the now iconic @ symbol)
Email has since had it’s ups and downs it’s “New Hopes”, “Returns” (as if like a Jedi), and it’s “Awakenings” (See what I did there).
But with all of theses highs and lows it’s always been a “Force” to be reckoned with in the marketing arena. What it has sometimes lacked is a customer friendly approach. It sometimes got a bad reputation as a tool for mass marketing and hoping for the best. Spreading the dark side if you will, and hoping to turn at least one unsuspecting victim into a trooper.
What has happened over the last few years is “The Force has awakened” and email has a new customer centric approach, it is now on the side of the rebellion, wanting to provide the best possible experience for the end user, giving them personalised recommendations and real time product updates. It wants to help the customer find what they are looking for as quickly and easily as possible.
I have numerous clients and email is always in the top revenue streams every month, it sits in the top traffic generating channels and automations and personalisation are leading the way.
What your email needs is a someone to Luke (Skywalker) after it, to understand its behaviour, to know what you need to make it work.
As Obi-Wan once said (on email automations)
Well, if droids could think, there’d be none of us here, would there?”
So with that I don’t believe email is dead and I do believe in the power of The Force. Yes I have made every weak, cheesy cliche I could think of and no I’m not sorry (I had a chuckle writing this).
In closing (and all seriousness) email can work in your favour and provide real time, relevant and engaging customer content. It can provide a positive ROI for your business and has great potential