Course blog for American University PERF-570, Fall 2014
Email marketing was a topic that we covered in marketing class, but this article discusses the idea that it is crucial to know when you are sending too many emails. The article implores art organizations to do the following regarding emails: find a frequency sweet spot to which recipients would be happy to see emails from your organizations, figure out what your audience has in common, make targeted campaigns REALLY targeted.
While these points do seem fairly obvious, I certainly think that some arts organizations could do well to follow this article’s advice. Many of the arts organizations (ie ArtsJournal) who I have signed up for email updates with have over saturated my inbox with emails to the point where I do not read most of them. They’ve got to find the frequency sweet spot!
I thought the article brought up an interesting point regarding the fact that arts organizations measure the effectiveness of their emails by the percent that opens the email. Today, many people use their smart devices to check their email. In order to make the emails appear as read people will click on them and NOT even read them. I for one like to have no unread emails on my iPhone, and therefore will read all of them as soon as I see them. Unfortunately, this idea takes away from considering opening an email to be a valid measurement of effectiveness. People might be opening emails… but are they READING them??????