In a recent article, David Baker lists M-Email as one of the five fundamentals he’s talking about.
Not that his five fundamentals aren’t, well, fundamental, but what really caught my eye was just that: M-Email.
My eyes read it as Me-Mail. And it all clicked. All of the email marketing best practices we talk about in this email marketing blog suddenly had a whole new meaning.
Email has become—or is fast becoming—me-mail. Me meaning me and you and them and all of us as individual “me’s.” We the subscribers and consumers want email delivered to us the way we want, whether on a Dell or a Droid. We want targeted, relevant messages, not blasts. We want the frequency to fit our expectations, not the email marketers. We want our emails to render correctly whether we’re checking inboxes in Outlook or Gmail.
In short, we want our emails to be Me-Mails: for us, about us, just for us. And since you’re not me and I’m not her and he’s not any of us, it becomes Me-Mail.
The email marketer who can wrap his or her head around the significance of that and restructure the email marketing program to be as targeted, personalized and relevant as possible is going to win hands down.
Because it’s all about “me.”