Jordie van Rijn is a well-known email marketing consultant and blogger. Jordie is one of the co-authors of a – Dutch - collaborative white paper on direct marketing we just published. In his contribution, Jordie argues that the new marketer is a "tease" marketer.
Jordie sees a widening gap between companies that optimize their marketing and those who don’t. Mediocrity is no longer sufficient for a demanding consumer, he says. A simple segmentation can have a significant impact.
However, optimization alone is not enough. Email marketers should work in a more relevant way in a world where consumers are increasingly filtering what deserves their precious attention.
Seduce to interact
Companies are faced with a (new) challenge, Jordie says: seduce consumers to be interested and interact.
Fortunately, there are plenty of opportunities to rise above mediocrity and seduce. Messages should be optimized both from a conversion and activity viewpoint; Jordie argues. And this requires new measurement methods.
In collaboration with DM Interface, emailmonday developed a so-called tease factor, which is an indication of the seductiveness of an email and has an impact on the filtering mechanisms of the smart inbox.