Don't Let Email Make You A Marketing Loser
Email Can Kill Your Marketing Productivity

I had super support after I did my blog post about filing for email bankruptcy from students, clients and my rocking wild web women.  Now that I have filed, I am leaving the self-worth/self-torture status of “My self-worth is measured by the items responded to in my inbox”.  In addition to the “ahh” of relief, I also notice that I am feeling more liberated, self-secure and also hyper-aware about how email has become a medium that has made us irresponsible, passive, passive aggressive and sometimes downright egotistical.

When I was in college, email was just becoming a communication tool.  It was a way to send in papers and I remember LOVING the fact that I could passively send an “I’m too sick to come to class” email and feel like I communicated (ahem, covered my bum) without really having to own the skeptcicism from my teacher.  It was a beautiful, “I have no responsibility” tool and I do miss those days…

Today, as an older, self-aware, sensitive and 10 year senior in this wild, wild west of web marketing, I am also honestly, increasingly more bitter 🙂  But I can help you save yourself…

Email is a great information distribution medium for facts, reports, stats, quick notes and news. I find more and more that email has become this responsibilty pass-off that allows us to “send” messages into cyberspace and project all responsibility onto the recipient…if you fall into this victim triangle of passive emailing as a half-ass way to say you are “in marketing” then I guarantee your effectiveness as a marketer will be slashed in half (if you are lucky to get half)

I am NOT saying that email marketing doesn’t work – it does.  What I am saying is that if you want to GET SOMETHING DONE or are relying on someone to help you or do something for you DO NOT ASSUME that your passive button-touch of send is going to cut it.

Email is not the boss of the people you partner with.  Email is a way to pass information, share information and receive information but it is a crappy way to project manage.  Productive “own it” people that use multiple communication mediums and do so with plenty of time ahead will always win at the web marketing game.

Students that send me final projects for my review before the actual due date and give me 4 hours turnaround time need to get on my marketing therapy couch for some serious tough love dishing.  I may be small, but I’m sassy and I stage mean interventions!

Colleagues that say “It’s in the email I sent them” one more frigging time better get a clue that most people do not read every bloody thing typed (if any of it) I hope that you learned something in our WMT teachings that help you remember to:

-SMART SUBJECT LINES
-DO ”CNN” RECAPS AND SHORT SYNOPSIS
-ASSUME THAT AN EMAIL WILL NOT BE READ IN FULL
-KEEP A GOOD NOTES SYSTEM ELSEWHERE AND FOLLOW THE f^@% UP ON ITEMS TAHT ARE IMPORTANT
-REMEMBER THAT MULTI CHANNEL COMMUNICATION IS THE MOST EFFECTIVE FORM OF MARKETING
(Email and Website and Blog and Twitter and more in case someone needs to get your info in multiple ways)
-BE WILLING TO KILL ASSUMPTIONS, JUDGEMENT AND EXPECTATIONS WHEN IT COMES TO COMMUNICATIONS

My team is in the business of getting things done and do you know how we get them done?  We own it, we watch our client’s patterns, we RESPECT their patterns and compliment their communication trends and create solid communication patterns for their clients.

My ranty email serves to help challenge your current thinking, encourage you to think and push you to not settle for passive communications…own your relationships, push the envelope, pay attention to trends, and check your marketing ego at the door.

It’s 2009, everybody has ADD – can you get above the noise and get great marketing in motion??

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