E-mail Marketing Re-Engage Or Get Lost In The Shuffle

I recently enjoyed the winter breaks of the Martin Luther King Day and Presidents’ Day holidays, and, throwing in Valentine’s Day, I spent part of my time-off deleting the avalanche of promotional emails that filled my inbox – sometimes failing to stay ahead of all the incoming pitches and sales offers that found me. Sadly, not one e-mail headline broke through and grabbed my attention. Sure, there was plenty of the obvious talk about free shipping and couponing, as well as other clever forms of discounting, but I did not see anything that made me stop, open the email, listen to what the brand had to say and click through to act upon the offer. In my view, these discounting offers only motivate the person that has already decided to make that purchase but is waiting for the offer we marketers have trained them to expect, before they do so.