Dive into the world of email marketing as we dissect the golden rules for crafting human-centric emails, as presented by Justine Jordan at MozCon 2018. In her third consecutive year at the event, Jordan, VP of marketing at a SAS company called Litmus, leverages her decade-long experience in the field to impart her valuable insights. From the pitfalls of jargon-laden emails to the power of truly customer-centric messages, she has seen it all. In this blog post, we will delve into her keynote speech, exploring the transformation of brands from human-centric communication to a barrage of buzzword-heavy emails, and the impact this shift has on customer engagement and brand loyalty. So, if you’re looking to step up your email marketing game, or simply avoid the post-lunch slump, this blog post is your ticket to a world of effective, impactful email marketing. Let’s dive in!
Table of Contents
- – Understanding Human-Centric Email Marketing: The Golden Rules
- – Insights from the Trenches: Email Best Practices and Research from Litmus
- – From Value-Driven to Buzzword-Laden: The Downfall of Karma’s Email Marketing
- – A Stark Shift: The Negative Impact of Transactional and Triggered Emails
- – Viewing Email as a Marketing Channel: The Importance of Open Rates and Click-Through Rates
- – Transforming Email Marketing: How to Make it More Human and Less Robotic
- To Wrap It Up
– Understanding Human-Centric Email Marketing: The Golden Rules
Delving into the Golden Rules of Human-Centric Email Marketing
With over a decade of experience in email marketing and currently serving as the VP of Marketing at Litmus, a SaaS company, I have had the opportunity to witness a plethora of emails, best practices, and insightful research. Throughout this journey, the significance of human-centric email marketing has always been at the forefront.
To illustrate the importance of this approach, let’s revisit the story of Karma, a Wi-Fi hotspot company, known for its customer-centric emails. Their brand voice was incredibly human-centric, focusing on the value their product brought to the customer’s pocket and Wi-Fi connection. However, a drastic shift occurred over a few months. They transitioned from sending customer-centric messages to transactional and triggered emails, laden with marketing buzzwords such as “grandfather program” and “20% off refuel”. The abrupt change was not only incomprehensible but also disappointing for the customers.
Why Human-Centric Email Marketing Matters
This transformation at Karma serves as a reminder of how marketers often perceive email – as a marketing channel. They concentrate on open rates, delivery rates, and click-through rates. However, the essence of email marketing lies in its human-centric approach.
In the race to achieve marketing metrics, marketers often lose sight of the fact that emails are meant to communicate value to the customer. They are not just tools for shouting out marketing buzzwords. The best emails are those that tell a story, speak to the customer’s needs, and offer solutions. They are not just about transactions but about building relationships.
As we navigate the landscape of email marketing, let’s not forget the golden rules – be human, be customer-centric, and communicate value. These are the keys to effective and successful email marketing.
– Insights from the Trenches: Email Best Practices and Research from Litmus
Being part of the email marketing industry for over a decade, and currently serving as the VP of Marketing at a SaaS company called Litmus, has offered unique insights into the industry. With a vast exposure to a multitude of emails, best practices, and research, there’s much to be shared and discussed. From leading brand content research to understanding the nuances of customer-centric messaging, the journey has been nothing short of enlightening.
Understanding the Golden Rules of Email Marketing
Every brand has its own unique story to tell, and how they choose to communicate this story can make or break their relationship with their audience. A classic example of this is Karma, a Wi-Fi hotspot company. Once upon a time, they were known for their human-centric emails. Their brand voice was relatable and focused on the value their product brought to their customers’ lives. However, their transition to using buzzword-laden emails full of marketing terminology was abrupt and jarring.
Instead of their earlier customer-centric messages, their emails became transactional and triggered, focusing on promotions and using incomprehensible marketing jargon. This drastic shift in their email marketing strategy was not only heartbreaking for their loyal customers but also a stark reminder of the importance of maintaining a customer-focused approach in email marketing.
The Perception of Email Marketing
Unfortunately, many marketers view email as merely a marketing channel, focusing solely on metrics such as open rates, delivery rates, and click-through rates. However, the true power of email marketing lies in its ability to forge and maintain meaningful connections with customers. It’s not just about shouting marketing buzzwords, but about conveying value and building relationships.
So, what are the golden rules of email marketing? They revolve around keeping the customer at the heart of your strategy, understanding their needs, and communicating in a way that resonates with them. The key is to be human-centric, not buzzword-centric.
– From Value-Driven to Buzzword-Laden: The Downfall of Karma’s Email Marketing
Over the course of a decade in email marketing, one can witness an array of changes and evolutions in strategies. A particularly poignant example of this is the case of Karma, a Wi-Fi hotspot company. Karma was initially known for their customer-centric approach, with a brand voice that was human-centric and focused on the value their product brought to the customer. Their emails were more about the utility of their product, focusing on how it could enhance the user’s Wi-Fi connection and overall experience.
However, a drastic shift occurred in Karma’s email marketing approach. What was once a customer-centric, value-driven communication strategy suddenly became laden with buzzwords and marketing jargon. The transition was abrupt and quite shocking to their customer base. Their emails transformed from helpful notifications about product utility to a barrage of promotional messages, filled with incomprehensible marketing terminology. This included buzzwords such as “grandfather program” and “20% off refuel”, which were not only confusing but also lacked the human touch that previously defined their brand.
- From customer-centric to buzzword-laden.
- From value-driven to promotion-heavy.
- From engaging to incomprehensible.
The stark difference between Karma’s initial and later email marketing strategies serves as a stark reminder for marketers. While email is indeed a marketing channel, it is essential to maintain a balance. Focusing solely on reports, open rates, delivery rates, and click-through rates can lead to a loss of the human touch, making emails come across as transactional rather than engaging. It’s a cautionary tale for all marketers – never lose sight of the value you bring to your customers in the pursuit of buzzwords and promotions.
– A Stark Shift: The Negative Impact of Transactional and Triggered Emails
In the realm of email marketing, it’s no secret that strategies evolve and shift over time. However, there’s a stark difference between a strategic evolution and a jarring transition that leaves customers scratching their heads. This is particularly noticeable when a brand abruptly switches from a customer-centric approach to a more transactional and triggered email strategy.
Take Karma, a Wi-Fi hotspot company, for instance. For the longest time, their emails were a testament to their brand’s human-centric approach. They focused on conveying the value their product brought to customers, with a clear emphasis on how it could enhance their Wi-Fi connectivity. But then, almost overnight, they transitioned to sending buzzword-laden emails, brimming with marketing jargon and incomprehensible terminologies. It was as if their emails had lost their human touch and become nothing more than a series of transactional and triggered messages.
The shift was not only sudden but also disconcerting. From customer-centric messages, they went to sending frequent promotional emails with marketing buzzwords such as “grandfather program” and “20% off refuel”. To make matters worse, these were not just occasional emails. They started arriving almost daily, and the difference was palpable. It was as if something drastic had changed internally at Karma, a shift from emails notifying users about their battery status to in-your-face marketing messages.
Sadly, this abrupt transition is a stark reminder of how some marketers view email – as a mere marketing channel. They lose sight of the fact that email marketing is not just about reports, open rates, delivery rates, and click-through rates. At its core, it is about building and nurturing relationships with customers. When brands lose sight of this, they risk alienating their audience and diminishing the effectiveness of their email marketing efforts.
– Viewing Email as a Marketing Channel: The Importance of Open Rates and Click-Through Rates
Email marketing is often viewed simply as a channel for disseminating information to potential clients. However, it is more than that. It is a tool that, when used effectively, can significantly enhance your business’s performance and customer engagement. A key aspect of effective email marketing is understanding and optimizing your open rates and click-through rates (CTR).
Open rates refer to the percentage of recipients who open your email. This is a crucial metric as it directly influences the success of your campaign. If your emails are not being opened, your message is not being received, regardless of its quality. Conversely, click-through rates refer to the percentage of recipients who not only open your email but also click on the links contained within. A high CTR is indicative of an engaging email that successfully prompts the recipient to take the desired action.
In a world where everyone is inundated with emails, standing out from the crowd is essential. This means avoiding buzzwords and marketing jargon that may confuse or alienate your audience. Instead, strive for a human-centric approach that focuses on the value your product or service brings to the customer. Remember, your audience is more likely to engage with emails that resonate with them on a personal level.
- Optimize your open rates: If your emails are not being opened, reevaluate your subject lines and preview text to make them more enticing.
- Improve your click-through rates: Ensure your emails contain clear and compelling calls to action.
- Avoid marketing jargon: Use language that your audience understands and relates to.
- Focus on value: Highlight the benefits of your product or service rather than just listing features.
The shift from a business-centric to a customer-centric approach may seem daunting, but the potential rewards in terms of increased engagement and conversions make it worthwhile. As with any marketing strategy, testing and analysis are key to determining what works best for your audience. By focusing on these metrics and adopting a more human approach, you can transform your email marketing from a mere communication tool to a powerful driver of business growth.
– Transforming Email Marketing: How to Make it More Human and Less Robotic
Bringing a Human Touch to Email Marketing
When it comes to email marketing, the key is to strike a balance between being professional and personable. As a marketing professional with over a decade of experience in the field, I’ve observed countless emails and have gathered numerous best practices and research findings. One crucial observation is that customers appreciate and respond better to emails that are human-centric. This means focusing on the value that your product or service brings to them, rather than bombarding them with marketing jargon and buzzwords.
Let me share an example from a brand I admire – Karma, a Wi-Fi hotspot company. They used to send customer-centric emails that were all about the value their product brought to the customer’s life. Their emails were filled with human-centric language that highlighted how their product enhanced the customer’s Wi-Fi connection. However, they suddenly shifted to sending buzzword-laden emails that were full of marketing terminology. The difference was stark and it was clear that something drastic had changed internally at Karma. Their emails went from helpful notifications about battery life to shouting marketing buzzwords. It was a disheartening transition.
Understanding the Golden Rules of Email Marketing
This shift in Karma’s email strategy is a stark reminder of how marketers often view email – as a channel for open rates, delivery rates, and click-through rates. However, it’s essential to remember that the primary purpose of email marketing is to build a relationship with the customer. That’s why it’s important to focus on creating content that speaks to the customer on a human level, rather than simply focusing on transactional and triggered emails. By doing so, you can transform your email marketing strategy and make it more effective.
Q: Who is Justine Jordan and what is her expertise?
A: Justine Jordan is a highly regarded figure in the field of email marketing. She is the Vice President of Marketing at a software-as-a-service (SaaS) company called Litmus. With over a decade of experience in email marketing, she has a wealth of knowledge about best practices and cutting-edge research in the field.
Q: What is the main topic of Justine Jordan’s presentation at MozCon 2018?
A: In her presentation at MozCon 2018, titled “Email unto Others: The Golden Rules for Human-Centric Email Marketing”, Justine Jordan discusses the importance of creating customer-centric email marketing strategies. She emphasizes the need to move away from marketing buzzwords and towards value-oriented, human-centric content that truly resonates with the audience.
Q: What is the story Justine shared about Karma, a Wi-Fi hotspot company?
A: Justine shared an insightful story about Karma, a Wi-Fi hotspot company, to highlight the importance of maintaining a customer-centric approach in email marketing. Initially, Karma sent value-oriented, human-centric emails that focused on the benefits their product brought to the customers. However, they abruptly shifted to sending buzzword-laden emails full of marketing jargon, which were not only incomprehensible but also did not resonate with the customers. This drastic shift highlighted the common mistake marketers make – viewing email primarily as a marketing channel and losing sight of the customer’s perspective.
Q: What are the key metrics in email marketing according to Justine Jordan?
A: Justine Jordan points out that while marketers often focus on metrics such as open rates, delivery rates, and click-through rates, it’s crucial not to lose sight of the human element in email marketing. The focus should be on creating value-oriented, customer-centric content rather than just trying to hit certain statistical targets.
Q: What is the main takeaway from Justine Jordan’s presentation?
A: The main takeaway from Justine Jordan’s presentation is the importance of maintaining a human-centric approach in email marketing. Marketers need to prioritize creating emails that are value-oriented and resonate with the audience rather than just focusing on marketing jargon and metrics. This approach ensures that the emails are not just seen as marketing tools, but as a means of establishing a meaningful connection with the customers.
Insights and Conclusions
In conclusion, the essence of effective email marketing is to prioritize the human element above all else. As we’ve learned from Justine Jordan’s insightful presentation at MozCon 2018, the shift from a customer-centric approach to a buzzword-laden one can be quite detrimental. The stark difference between an email that speaks to the customer’s needs and one that simply shouts marketing buzzwords is a clear indication of this.
The golden rules of email marketing, as highlighted by Justine, are not about bombarding the recipient with transactional and triggered emails, but rather about creating engaging, value-driven content that speaks to the needs and interests of the individual. It’s about being respectful and empathetic, communicating in a way that is both personable and professional.
Remember, your email is not just another marketing channel. It is a platform for connection, a bridge between your brand and the customer. It is a conversation, not a monologue. So, as you craft your next email marketing campaign, remember to email unto others as you would have them email unto you.
Stay tuned for more insights and best practices in our upcoming posts. And don’t forget, if you’re a cat lover, you might find some pleasant surprises in Justine’s previous presentations! Happy emailing, and until next time.