Here is an interesting report that highlights the fact that only 16% of college and high school students read marketing email. At Attention Shoppers!, we don’t find that fact surprising at all. Kids today grew up using email and IM. And, ignoring marketing messages online is really easy.
So will these kids grow into adults who also ignore email? If marketers don’t change the way the write and design email, most certainly. The great, iconoclastic ad man, Howard Gossage, put it very well when he said, “People don’t read advertising, they read things that interest them. Some happen to be ads.” So if you want people to read your ads, or your emails, make them interesting—valuable in some way—to the intended reader. Now that sounds simple and just common sense. But very, very few marketers understand it. Which is why email marketing is not nearly as effective as it might be.
