Ben Davis says, “There’s a mantra that all email marketers should chant.

In shortened form (my favourite), it’s simply ‘Who cares?’. The longer form is ‘What does this email do for my customer?’

You see, metrics such as click-to-open rate can mislead marketers – it’s not simply a game of shepherding the reader on to your website. A/B testing can only tell you so much.

Emails convert well in ecommerce, of course they do, because they reliably reach your entire database of known customers who have already opted in. They also regularly carry incentives.

But what emails should do before anything else is deepen the relationship between you and your customer. They should be welcomed, even enjoyed.

That’s why a balance between content, product and incentives should be found“.

Email marketing: finding the perfect blend of content & product

‘Econsultancy’ Blog