Today: Now “this” is an email!

 > The Situation:
Just received an email from MD member Marj Bird, a stand-out realtor with Coldwell Banker in the picturesque town of Nanton, Alberta. Wow. What an email. Instead of the usual grey text, Marj’s missive is headed with a huge full color photo of the Rocky Mountains—with her portrait inset at the left—and the Coldwell Banker, Willow Creek Realty logo on the right. Breath taking (the effect, that is—and, hey, so are the mountains). 

 > The Idea:
The idea—surprise, surprise—is differentiation (plus impact). I would open any email from Marj, just to get another look at those mountains. So, how does she do it? She does it with the help of a service called MLXJet. This company provides realtors (and now others) with a personalized, branded email format that is automatically applied to every email they send. You send an ordinary looking email—and the recipient receives a branded, full color email—complete with your photo and whatever branding and illustration material you choose. In addition to the header, Marj’s layout includes a continuation of her mountain photo across the bottom—showing a lake with a reflection of those same beautiful mountains. Makes you want to move to Nanton. Right now. Brilliant, Marj.

 > The Risk:

There is always a risk in sending emails in HTML, with graphics and illustrations—given the state of the anti-spam art. But we’ve got to take steps to get around the problem. How? By asking those who are going to receive our emails—up front—to enter us (immediately) in their safe senders’ list—and  to enter our email address in their address book. And. To watch their spam box at first to make certain we’re not hung up in there. I think it’s part of the relationship-building conversation we need to have with everyone that we’re going to stay in touch with. Why not?

 

 > The Reward:

Using MLXJet, Marj not only has a high-impact, open-me-first look—she is also able to track (invisibly) to see if and when her emails are opened. This technology (exclusive to MLXJet), tells users what they need to know about the relevance of their content (if it isn’t getting opened, why not?) and helps them to categorize and clean up their email data base continuously. Very impressive.

 > The Call to Action:

Now it’s your turn. When people see an email from you do they feel that open-me-first urge—for any reason? (Content, visual appeal, urgency?). If not, why not? And golly, whatcha gonna do about it (as Sarah Palin would say)?

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