Why do you use the web?

Spread it!

Email This

Last week I tracked why I turned on the computer to surf the web during my free time and these are the top reasons I got on:

Look at news,
Look at email messages from family, & ‘friends,’
Look up homework assignments & grades of kids, Find directions & weather,
How to fix things in my garage,
Look up information on medications, &
Look for deals on a new home entertainment system

I felt empowered as I had the opportunity to seek things quickly and I paid attention to what was clearly presented. As a consumer I wanted to be in control, I appreciated information that was well laid out, and absolutely loved the ability to find testimonials / ideas on how other people have leveraged the information that I was seeking.

As email marketers, we need to focus in on the same simple steps:
Grab the recipients attention
Lay information out clearly,
Include the ability to search for things,
Leverage user generated content,
Provide the recipient the ability to give feedback on what they want, i.e. control.

I realize that our marketing calendar and needs force us to keep the consumer engaged at all times with deals and specials – we can still do all of that, however remember if you let the consumer feel empowered – they will be more participative.

An empowered recipient is a happy consumer, and more likely to work with you as you create interactive conversations with them.