Adventures in Mobile Marketing

Worst Thing About Email: It’s Easy

(By the way, I’m in Park City for Email Insider Summit, sponsored by the lovely folks at MailChimp. If you’re going to be there drop me a line or stop and say hey!)

Great post on Email Wars by Dylan Boyd, on How Agencies & ESPs Hurt Themselves, in which he is dismayed that more agencies consider “… ANYONE and EVERYONE with a pulse and a wallet [able to drive] email campaigns.” Also had a conversation with a colleague I’ve worked with for going on 7 years, on and off, about various places we’ve worked, and his assessment of the current situation: “Our email solution here has been so successful that management depends solely on email.” We both tutted that having such a money-making revenue channel ended up blinding them to other customer segments, methods of contact, and potential viable channels.

Combined with those two comments, I was explaining to someone how I did permission email marketing, and they were shocked that “…it costs money? Isn’t email free?” Again, the perception that good email marketing is free, easy and open to all (of all skill levels) is sadly not true. Don’t believe the hype.

Alongside the other comments, someone recently said (I wish I could remember who!) that “the low cost of email is our problem- that’s why the ROI is so poor.” Which does and doesn’t make sense to me. Yes, it means that we don’t make much money if it’s $.015 to the email address, and we’re sending out millions, but it does make money if you send out 150 transactional notifications and the click-through is 70%, and completed orders (for cart abandonment campiagns, for example) end up being product revenue X 105 orders, each day, minus a dollar in email costs. Even without any discounts or offers. So in a way, if it’s easy, you’re probably doing something wrong.

So in parting I just want to say, the perceived easiness of email is our problem. It brings in a lot of people who use the term “blast,” which alters consumer perception in regards to what is spam, and what isn’t. If grandpa is used to clicking “spam” button on emails he didn’t ask for, and clicks “spam” on ones he did, such as a gorgeous certified email from Eddie Bauer, despite their stellar reputation as a sender, customized content, user permissions, and top of the line, au courant policies and techniques, it makes it harder for all of us.

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Written on Friday, 05. December 2008 at 13:37 In the category Basics, other_blogs, spam. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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1 Comment »

  1. Thanks Anna. Looking forward to seeing you in Park City

    Comment: Dylan Boyd – 05. December 2008 @ 4:30 pm

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