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Where is Email 2.0? And why is commercial email so boring?
Maybe it’s just me. Or maybe I have my spam filter turned up a notch too high.
But I don’t recall the last time I received a commercial email that made me take notice or smile.
It’s not like companies don’t have the opportunity to email me. They do. I buy plenty of things online – books, coffee, software, services and so on. Plus numerous subscriptions.
A lack of imagination
Every company I do business with online has my email address and permission to email me.
But when I do receive emails, they are either bland confirmations of a recent purchase, or equally bland suggestions that I buy more.
Why the total lack of imagination?
Why don’t companies attempt to engage my attention? Why don’t they entertain me? Or get to know me? Or make me smile, or laugh even?
And why don’t they involve me, as apart of a community of people who have an interest in their products or services?
Meanwhile...back on the web...
Web 2.0 is in full swing. The dollars are flowing, and more and more social network sites are being launched every week.
Word of mouth marketing is hot. The customer-empowered marketplace is finally coming of age.
On the web, people can feel more connected with each other, with communities of people who share their interests and passions. They can personalize their online experiences more than ever before. They can express themselves through blogs, photo sites, MySpace pages and lenses at Squidoo.
But in my email inbox, I’m still reading emails that are as passive, as bland and as unimaginative as they were two years ago, five years ago, ten years ago...
It’s time for Email 2.0
I see two elements here.
The first element is about technology.
When is someone going to create the technology that will enable me to save any email I receive to a space of my own on a community site devoted to email?
When will I be able to be part of an online community where people who are passionate about coffee, for example, can upload, share, discuss and rate emails, newsletters, offers and coupons from coffee retailers?
On blogs and web sites I can “diggit”, “reddit”, or “add to del.icio.us”.
Why can’t I do the same with my emails?
The second element brings us back to the issue of imagination.
While marketers wax lyrical about the joys of online communities, they continue to ignore what is the most direct and arguably the most effective channel online – email.
With email you have the opportunity to communicate directly with someone who has raised their hand and said, “I would like to hear from you”.
An opt-in house list is a precious, fragile and powerful thing.
So why don’t we invest more in that area, use some imagination, add some real value and develop this channel to its full potential?
Just imagine...if there were social networks devoted to email and e-newsletters, companies would find themselves under pressure to deliver interesting content.
They only get away with sending boring emails right now, because each email is received in isolation, rather than being shared as part of a passionate community.
Resource Reviews:
Michael Masterson's Accelerated Program for Six-Figure Copywriting
This is the course I always recommend for anyone who wants to learn how to write copy that generates results. Perfect for direct marketers, and also excellent for online copywriters who want to increase conversion rates. Read my review of Michael Masterson's copywriting course...
Secrets of Writing for the Business to Business Market
There are 8 million business-to-business companies out there. And they all need good sales copy. The opportunity in B2B copywriting is huge, and this 350+ page course tells you everything you need to know about getting your own slice of the market. Read my review and find out how...
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