Welcome back to Copyblogger!
I'm Stefanie, Copyblogger's Editor-in-Chief, and today I have a quick email marketing lesson for you (that happens to be one of my all-time favorites).
But first, a message from our sponsor ...
AppSumo & Acumbamail
Trying to keep up with all the new marketing fads can feel like you're an old dog struggling to learn new tricks. (FYI, there's a reason that's not a category at the National Dog Show).
Luckily, good ol' reliable email campaigns are still the top marketing channel with the highest ROI. Plus, you don't have to be a pro at multiple applications to send out captivating emails, create customized landing pages, and track campaign analytics.
Bad Email Marketing and Nickelback Don't Have Much in Common
Think bad email marketing and the band Nickelback might have some things in common? Think again.
I've never admitted this to anyone before, but:
See? That first line wasn't hyperbole. How embarrassing.
Here's about how far I'll let "How You Remind Me" play before finding something else to listen to:
I couldn't cut it as a poor man stealing
Tired of living like a blind man
I'm sick of sight without a sense of feeling …"
Nickelback is a famously hated rock band
Personally, I don't get the big hate-fuss. When I don't like something, I just ignore it.
Nonetheless, if Nickelback is the butt of a joke during a conversation, you'll find me laughing and making facial expressions of disapproval about the music.
That's the socially acceptable reaction.
So, when a radio station plays "How You Remind Me," I'm always a little shocked, which prevents me from immediately turning it off.
Why is this song still in the DJ's rotation? Don't they know it's Nickelback?
It's just like bad email marketing … the public disapproves of it, but it persists.
After patting myself on the back for a moment about that comparison, I realized my logic wasn't accurate.
Nickelback serves a purpose
People pay attention to Nickelback.
Let's start with the lesser-known worldview (at least from my experience).
They are, indeed, a popular band that has fans.
- Nickelback has sold more than 50 million records worldwide since they formed in Alberta, Canada in 1995.
- They've played to more than eight million fee-paying ticket holders on their international tours.
- Their breakthrough song in 2001, "How You Remind Me," was the best-selling rock song of the decade in the U.S.
Then, of course, the widely known worldview among anyone who prides themselves on liking good music is …
Nickelback is pathetic.
A plethora of references in pop culture make fun of the band.
For example, the mattress company Purple uses this copy in an ad for their mattress protector:
Another form of Nickelback-hate happened in 2011, when the band was announced as the halftime show for the Detroit Lions's Thanksgiving Day game.
One Lions fan started an online petition to book another artist instead.
In light of that event, and since art often inspires other art, musician Scott Bradlee arranged and recorded a Motown cover of "How You Remind Me."
That track became part of Bradlee's album A Motown Tribute to Nickelback, which helped his project Postmodern Jukebox gain popularity in 2012.
The Postmodern Jukebox YouTube channel now has more than five-million subscribers — and more than a billion views. Yes, the B-word.
In 2016, Adweek featured Bradlee as one of "20 Content Creators Who Are Setting the Bar for Creativity."
Nickelback's music inspires laughter and creativity …
Bad email marketing doesn't serve a purpose
No one pays attention to bad email marketing.
It doesn't have any fans and it's not influential. It doesn't help a marketer reach her goals.
Bad email marketing makes recipients cranky. When you don't know how to write an email newsletter, the email you send is both ineffective and a burden.
Email marketing that's enjoyable for both the writer and the recipient
Smart marketers know what their audiences truly want and deliver valuable treasures to their inboxes.
The relevant, timely content is just as enjoyable for the writer to craft as it is for the recipient to read.
Are we having fun yet?
Read on Copyblogger: Bad Email Marketing and Nickelback Don't Have Much in Common
Talk with you again soon,
Stefanie Flaxman
EDITOR-IN-CHIEF, COPYBLOGGER MEDIA
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