Once upon a time there was a land far, far away where unicorns played in fields of golden sunflowers as a rainbow backlit the blue sky. In this wonderland marketers always said the correct thing and email open rates were always 100 percent.
This is a total pipe dream, yet marketers still shoot for that level of perfection every day. We are stuck in the mindset of the “Golden Pen,” thinking one perfectly written message is all we need to generate marketing success.
The Golden Pen style of marketing is largely based on the concepts of mass media. It is a workaround we have created as marketers to compensate for a lack of proper technology. However, this mindset started to subside with the introduction of social media. Social media asked marketers to consider a two-way communication style, and to begin understanding consumers as individuals. Marketing changed from yelling to conversations when marketing became social, and this Golden Pen concept started to fade as well.
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