Recognise. Recognise. New.

The good email marketing I get is interesting. And that’s that. Job done.

It’s job done because they know I’m a ‘not yet’. And they’ve plopped themselves into my mind for when I’m ready.

But there are three other things going on with good email marketing as well.

1. Recognise.
2. Recognise.
3. New.

When we read good email marketing:

1. We ‘Recognise’ the problem they’re talking about.
2. We ‘Recognise’ the appropriateness of their solution (I think their solution will work).
3. We don’t recognise the precise nature of the solution, because they solve the problem in a way only they can. It’s ‘New’ to me.

Bad email marketing, which is almost all email marketing, misses the ‘New’ bit. Meaning I have absolutely no reason to use you over anybody else. So what’s the blibbing point?

Recognise. Recognise. New. That’s what good email marketing does.