With new digital touch points being introduced, and the promise by Google Wave to eliminate the use of email, we just wanted to comment of email while it is still around! A recent EDM arrived in from Paul McCartney informing of the recent release of ‘Good Evening New York‘
The layout of the EDM was nice, easy to read, highlighted what was on offer, and informed what was available. It gave you a little taste of the album through a free MP3 download or a video of a live performance and was developed by TopSpin Media. For artists such as Paul McCartney, it is probably not a difficult task to get people to open your mail and go through it, if I got a email entitled ‘Enlarge Your Manhood with Paul McCartney’ I would probably open it! But what should you include in your EDM and how do you distribute it beyond site registrations?
Like search results (And this site!), readers focus from the left to the right and top to bottom, so clever design is essential to have any impact once the email is open. But the issue is getting it open. As mentioned previously once the communication tool has as been selected, there are 3 key steps/pillars: Understanding customers, content and interactivity. The right balance between these and you could see EDM’s becoming a integral part of your communication strategy.
The Paul McCartney EDM represents a nice balance of the 3 pillars but could work harder; Music is a live experience and fans want to know when their favorite artist is playing; With sophisticated distribution platforms there was the option to include content related to upcoming gigs in the O2 in Dublin, and to go a step further, to embed a social media aspect to it, from event Calendars on Facebook to a custom Fan page. The sophistication of digital enables all individual digital marketing disciplines to be integrated. If anybody has any opinions on EDM’s of the future of email we would love to hear them, the wave address is ……………….!