The Email Wars

So many people want to write about the death of one medium for the rise of another. TV is dead, email is dead, twitter is dead, RSS is growing, print is dead… blah blah blah. What is not dead is media as a whole. Media and media use is growing and growing in every way. We may not watch as much TV, but we watch it smarter using things like TIVO, SlingBox, DVRs, Mobile, etc. So why don’t we see more shows and brands using email to drive and grow smart viewership? 

I would think that even in this example they might think about not just saying TUNE IN TONIGHT, but use some alternate calls to action. Don’t miss it, set your TIVO. Going to be busy? You can watch it online later, but you can’t miss it regardless. 

The problem that many people in the entertainment industry are missing is that time and place are not the same thing anymore. We consume media how and when we want it, on the place and device of our choice. So why not start thinking about that type of inclusive and smart messaging in their email campaigns? 

Now not that I am jumping on to check out the next Diddy Band, but the use of video in this email makes or GIVES me some instant access to the event that might make me either want to watch it OR even better tell someone about it. I would have actually placed more emphasis on the video being higher up in the email and even making the TIME and DATE a larger font that stands out in the email. Heck we all know by know that MTV will rerun any show 500 times and we can catch it between other shows, if anyone even watches MTV anymore.

Email can be a powerful medium IF you stop to think about the audience and TRY to use alternate approaches to your messaging. But you already know this… don’t you?