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It’s a Beautiful Day in the Neighborhood.
Every morning, Mr. Rogers pulled out that sweater and we knew we were in for some fun. His sweater set the tone for what was to come, a relaxing, playful learning experience. That kind of consistency is a key component in making your interactive marketing plan successful.
Today’s online readers are multi-tasking both at the office and at home. Inboxes are cluttered messy places and branding consistency helps the reader understand what they can expect when they open your message. This expectation helps ensure your message gets put at the top of the must-read pile.
Below are six tips for making your email campaign more successful:
- Be happy to be yourself. Battle "inbox triage" (definition) by using a consistent name and email address in the from field. Using an automatically generated email address looks unprofessional and will likely convince your readers to label your message as spam before it is even open.
- Hello, neighbor. Another tool for battling inbox triage is to use an eNewsletter name or branding phrase within the subject line. Consider Mr. Roger’s daily greetings. Consistent and creative subject lines have been shown to increase email open rates.
- Feed the goldfish. Email your readers on a regular schedule. Just like that aquarium, if you don’t consistently feed your list, your members will die off. Consistency in deployments also helps keep your company and product top of mind.
- The shortest trolley ride to the Neighborhood of Make-Believe. That magical neighborhood just couldn’t have been very far away, ever notice how darn fast you could get there by Trolley? Similarly, your message needs to get to the point in 2 to 5 seconds. The average reader takes just that small bit of time to decide whether to read, delete, or mark your email as spam. Use branding as a key to creating quick and powerful recognition and your readers will know just where you are taking them when they see the trolley.
- Mr. Rogers and the IRS? Fred never discussed his tax return with Mr. McFeely, because taxes weren’t relevant to our tender minds. Consistently communicate with your customers about features, benefits, advantages, or any other information that is especially relevant to them. The flip side of this coin is that if you consistently disappoint readers, they will consistently unsubscribe.
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David Daniels of Jupiter Marketing Research recently coined the email phrase "inbox triage."
He explains that today’s readers are wading through their increasingly cluttered inboxes quickly to remove what they consider junk (permission e-mail as well as spam) before they start reading and responding to what’s important to them. According to Daniels' research: The average person gets 274 personal e-mail messages a week and 304 work e-mails.
Seventy-four percent have at least two e-mail accounts (either personal and work, or shared and personal, or public and private accounts).
The average reader takes two to five seconds to decide whether to read or delete an e-mail.
It's time to put on your cardigan. Statistics show online brand recognition and marketing consistency help battle inbox triage. 
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