Hey! I’m Here!!
by Emily Pualwan
Each month we read more and more statistics to validate what we already seem to know – our audience’s attention span is shrinking, there’s more and more competition to capture eyeballs, and there are an increasing number of channels in which to try and reach them.
- On average, users receive over 400 commercial messages a month
- There are more than 3 billion email accounts
- Over 90% of consumers check their email daily
- More than 60% of decision-makers read some email on their mobile devises
- Over 50% of emails in general are now opened via mobile devises
In a world of information overload, how do you stand out?
1. The favorite channel of today may not be the one of tomorrow. Technology is changing rapidly, and sometimes it’s hard to keep up. New platforms, apps, and channels are introduced daily. In addition, as one channel becomes overloaded, users (and marketers!) switch to another, so occasionally some of your flagging channels may start performing better. Don’t rule out the tried and true! – Traditional direct mail, which is an increasingly expensive medium, still performs well in many markets and with many specific demographics. And as the volume of emails increase and the volume of mail decreases, it may be easier to stand out via ‘snail-mail’.
2. Consistency is key. Regardless of platform, and especially in a cluttered marketplace, consumers needs to recognize your brand. Sometimes agencies can get carried away by the platform and end up creating a different look for each channel. While there are important distinctions to consider by channel (think about the website content you choose to display via mobile), you should always strive to have consistent branding, look, feel, colors, logos, etc. across platforms.
3. Test. Test. Test. Test emerging technologies and platforms ahead of the curve – you may not get immediate ROI on these tests, but you will be able to see which ones improve so you are ready for the ‘next great thing’. Analytics are key – track response rates and KPIs across platforms, and review results quarterly. Keep enough of your message in each channel to be able to review these trend over time for comparison.
Don’t be afraid to try. Smart risks can result in sweet rewards.