Are you wasting your loyalty emails?

Unless they come from a real person and are addressed to a real person, you are. Unless they start with a listener benefit that passes the who cares test and the primary goal of the message is to improve your service to your listener (one person), you are. Unless they are written in compelling, one to one style, you are.

Want proof? Click on: ExactTarget (http://www.ExactTarget.com). Read it and weep, if your emails to listeners are merely hype and sales pitches:

"Email marketing will continue as a viable business practice only if email messages are relevant and customized to individual user preferences, predicts ExactTarget. Relevance will be the number one issue, as marketers build more one-to-one relationships. Behind the scenes, this requires improved customer data integration and tools to ensure reliable deliverability. Marketing and IT will work together more than ever before to drive these initiatives forward. "

It's not enough to send emails to your listeners. Do they contain any content? Listeners don't listen for promotions, contests and benchmarks. They listen to become informed, to hear stories, to be moved emotionally, to be entertained, to hear their favorite songs. Do your emails remind your listener (one to one) that you understand this?